Icon of the Week: Wonderbra
Since you all enjoyed the C-String so much, I thought it'd be fitting to complete the set by focusing on the Wonderbra this week. Now before you think I'm on a mission to cheapen Tongue in Chic, I ought to reassure you that I'll be emphasizing more on the history, development, marketing and advertising that eventually led to Wonderbra becoming a universal substitute for the word - pushup bra!
Around the late 1950s, women still predominantly wore highly-structured undergarments, like girdles. When the 1960s came around, the Canadian Lady Corset Company found themselves in a pickle with the backlash of feminism. While the lingerie industry worried about bra-burning, copious amounts of market research led Moe Nadler (founder of Canadian Lady) to discover that women reserved their animosity solely towards the backward and unattractive girdle. Which meant they would have easily traded their political statement to make a fashion one instead.
He travelled around Europe to find new styles to bring back to his native market. The result of which, was the development of a lacy half cup pushup bra in 1960, and in 1961, a deeply plunged laced pushup design.
Nadler passed on in 1964, leaving his son to license the models, and aggressively pursue bra market share, while other unknowing competitors cut back.
Larry Nadler brought in fresh and modern marketing strategies to the industry, pushing bras as a means for women to feel and look beautiful, sexy and confident. Needless to say, it was a great move.
Since 1994, the Wonderbra has expanded into a full-range lingerie fashion label, though they are still mostly known for their single push-up design. I'm guessing the reason for which, owes great thanks to the Wonderbra's fantastically witty (and sex-driven) advertisements.
You see, while most companies sold lingerie as hidden (but functional) taboo, Wonderbras instead became an icon of female sex-appeal.
In 2007, Wonderbra ranked 5th out of the top 50 Greatest Canadian Inventions and in March 2008, 3,000 UK women voted it as the greatest fashion innovation in history. It still remains a lexicon today, even to those who'd never seen or bought one before.
In most parts of the world, the brand continues to follow their recipe to success in the 70s, emphasizing greatly on sex-appeal. Though in its native homeland, Wonderbra promotes its functional qualities instead.
Here are some of my personal favourites:
What's your take on the Wonderbra?
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