Shapewear Then and Now: A Look at the Zip-Up Girdle
In the mid-century, a zipper girdle innovation aimed to help with waistline compression. Today, modern shapewear continues the trend.
Tag: foundations
1953 – Perma-lift and the Bullet Bra
Perma-lift introduced the iconic cone-shaped bullet bra with “magic inset” for uplifting support, shaping mid-century fashion.
Perma-lift Shapewear Ads from the 1950’s
Perma-lift advertised girdles, bras, and panties in 1950s women’s magazines, using illustrations and targeting different lengths and figures.
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.
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.
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.
1957 How to Buy Lingerie
The 1957 article from Today’s Secretary advises women on essential lingerie items, emphasizing proper fit and color choices.
1949 – Formfit Bras and Girdles
In a vintage ad, a woman promotes Formfit’s undergarments, emphasizing figure improvement. Prices then vs now also noted.
Mid-Century Page 