Our deep dive into 1950’s bra brands leads us to a lesser-known brand called Lovable.
I searched my mid-century magazine collection and found a few fun ads from the Lovable bra company. The bras were made for the budget-minded and sold for under $2.00. Like other bras of the time, they came in a variety of colors including pink, maize, seafoam, navy, and black.
This image from Lovable’s collection of cone bras is a fun illustration showing the best of classic mid-century advertising. The pin-up style illustration was common in ads from the first half of the 1950’s decade.
Here is a sampling of similar illustrated bra ads from the early 1950’s. Those in the first column are from Lovable. Note that they used color in their ads while the Permalift and FormFit ads did not.
All of the Lovable ads shown below came from Today’s Women magazine. This 1950’s magazine sold for twenty five cents. Its tagline read, “The Magazine for Young Wives”. Today’s Woman had some quality full color pages that appeared in the first part of the magazine. Ads found in beginning magazine pages were reserved for brands who likely big bucks for full page color ads. The back of the magazine, however, had smaller low color 1/2 or 1/4 page ads. That’s where I found the ads shown below.
Ads for their line of Add-vantage and Ringlet plunge bras from the early 1950’s.
Lovable bra brand’s Ringlet and strapless bras found in Today’s Women magazines. 1/2 page ads included illustrations of 1950’s women in provocative poses.
Any way you figure, it’s Lovable.
More from the Lovable Brassiere Co
Here is one more vintage ad for Lovable from later in the 1950’s decade. It is from the November 1959 edition of Cosmopolitan.
Lovable Brassiere Co History
Although the ads give a New York City address for the Lovable company, it appears that it was headquartered in the Atlanta Georgia area.
At your favorite store, or write the Lovable Brassiere Co
Address from the Today’s Woman November 1952 ad
Dept TW-19, 180 Madison Ave
N.Y.C. 16
The company was founded in 1926 by Gussie and Frank Garson. The family-owned company expanded to other lingerie items like girdles, slips, and PJ’s while maintaining its low prices. The company closed in 1998.
Source
The Lovable Company – From the Vintage Fashion Guild
https://www.legacy.com/us/obituaries/atlanta/name/frank-garson-obituary?id=32267659
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