The Evolution of 1950s Shapewear: Patents and Innovations

While searching for bra and girdle ads from my collection of mid-century women’s magazines, I noticed a trend. Many of the manufacturers who made shapeware registered their designs with the US Patent office. When you think of patents, you think of inventions made to make life better. You don’t think of undergarments made to lift, hold, and mold a bustline. However, these companies were no different than any other business who used legal processes to protect their intellectual property. Popular bra makers like Jantzen and Maidenform registered their shapewear with the US Patent Office. Smaller companies like La Resista and Sarong did the same.

Popular Bra-Makers who used Patents

Jantzen

Here’s an example of a Jantzen ad where the patent process was used to protect the design of their Curvallure line of bras. Their innovation was the magic insert that added fullness to the bustline.

A bra that gives you a high-rounded bustline with fullness above the bra.

Maidenform

Maidenform, the popular bra-maker with the “I Dreamed . . .” ad campaign also used trademarks and patents. Note the fine print on this ad from 1957 showing reference to their patent.

new Concerto Wunderwire, the bra with the deep, deep dress-up plunge.

Lesser-known 1950’s shapewear manufacturers

La Resista Corset Co.

La Resista Corset Co was a women’s foundations company that invented the inflatable bra. In the early part of the 20th century, they patented their line of shapewear undergarments.

Here they marketed their double-layer bra and girdle contraption to full-figured women in 1949.

It holds where it should for style, molds where it should for your own best silhouette.

This 1949 style of shapewear was sold with the name of Full Freedom. The price? $15, an expensive price tag for 1949.

The La Resista Corset company went on to innovate further. They advertised their inflatable bra in 1951. The wearer of this bra need only blow into a straw which was inserted into the cup to increase the cup size. Their inflatable bra was also registered with the patent office.

For more on the inflatable bra, see yesterday’s post titled 1951 – The Inflatable Bra.

Sarong

Here is another 1950’s shapewear brand that protected its design with a patent. Their criss-cross girdle was marketed to teenagers. Their logo even included a reference to their patent.

Sarong Jr – The patented girdle with the cross-cross front

The girdle sold for $5.95.

Suddenly teenagers love girdles and the reason is Sarong Jr

Conclusion

Bra ads from the mid-century help to tell the story of fashion in the 1950’s and early 1960’s. Manufacturers of women’s foundations competed with each other with new designs in bras and girdles designed to change the shape of a women’s body into a classic hourglass silhouette. Patents and trademarks helped to protect their designs.