The Evolution of 1950s Shapewear: Patents and Innovations
The 1950s saw the rise of patented shapewear, including Jantzen’s Curvallure bras and Sarong Jr’s criss-cross girdle.
Author: Janet
I'm an American baby boomer with a strange hobby. I collect mid-century women's magazines. My blog, MidCenturyPage.com is a result of a 20 year passion to scan the pages of these magazines and share them with anyone who wants to understand what mid-century women thought about, cared about, and worried about while living in the 1950's and 1960's
Discover the Tres Secrete Inflatable Bra from 1951
Fashion and industry shaped women’s desired hourglass figure in the 1950s, leading to the invention of the inflatable bra.
Vintage Bullet Bra Advertisements from the 1950s
In the 1950s, the Lovable bra company sold affordable bras in various colors, using pin-up style illustrations in ads.
1960 – Fashion Designer Scaasi’s Dream Girdle
In September 1960, Maidenform Girdles ad featuring Arnold Scaasi’s dress emphasized the role of the girdle in fashion.
1964 – Maidenform Sweet Music Cotton Bra
Maidenform’s Sweet Music cotton bra gained popularity in the mid-century, reflecting the shift to more natural undergarment styles.
Exploring Maidenform’s 1950s Advertising Magic
In the mid-20th century, Maidenform’s consistent “I Dreamed I…” ad campaign captivated women, with whimsical themes and creative visuals.
1952 – Jantzen Décolleté Bras
In 1956, Jantzen showcased décolleté bras in ads targeting young working women in mid-century fashion magazines.
1959 – The Shaping of Fashion with Jantzen
In 1959, Jantzen advertised colorful girdles and bras featuring Nylon, Dacron, and Lastex. These fibers helped revolutionize the fashion industry.
Exploring Jantzen’s 1951 Bullet Bra Ad
In 1951, Vogue featured Jantzen’s distinctive Bullet Bra in a bold line drawing, highlighting the mid-century woman’s silhouette.
500 Posts – A Mid-century Milestone
A blog dedicated to mid-century women’s magazines celebrates 500 posts featuring articles, ads, illustrations, fashion, and home design.
1956 – Hollywood Maxwell V-ette Bras
The 1956 Hollywood Maxwell V-ette ad showcased pastel bras with unique branding, including the tagline “The Wizard of Bras.”
Undergarments of the 1950s: A Fashion Insider’s Guide
The article highlights 1950s fashion, emphasizing undergarments’ role in achieving trendy silhouettes, complemented by vibrant illustrations and color suggestions.
Formfit Bra Ads from the 1950’s
The 1950s Formfit bras defined iconic silhouettes, evolving from bullet styles to more natural shapes. The brand continues today.
Classic 1950s Formfit Ad with Coffee
Coffee in a B Cup. In 1951, a McCalls ad for FormFit bras featured a pin-up style illustration of a woman enjoying coffee.
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