In 1941, Perma-Lift released the bullet bra. The cone-shaped cups were formed with concentric stitching that led to a severe point over each nipple. They reached the peak of their popularity in the 1950s, when “Sweater Girls” inspired by film stars like Jane Russell and Marilyn Monroe wore the bras under form-fitting sweaters that highlighted their figures.
Did you know?
Cone bras enjoyed a brief resurgence in 1990, when pop star Madonna wore them on her “Blonde Ambition” tour.
1947: Frederick Mellinger Invents the Padded Bra
In the wake of World War II, American fashion in bras began to overtake Europe for two reasons: the popularity of Hollywood films and America’s quicker recovery from the deprivations of war. In her 1953 work “Muffs and Morals," author Pearl Binder wrote: “In the hungry post-1939 world…the female breast is the obvious symbol of nourishment.”
Hungarian-American tailor Frederick Mellinger, the founder of Frederick’s of Hollywood, returned from his Army service inspired by the pin-up girl posters of his fellow soldiers. In 1947, he invented the padded bra. While using pads to enhance breast size was not a new concept, they became mass-produced in this era. There was even a pneumatic option women could inflate to their desired fullness.
1950s: Training Bras
Advertisements framed training bras as a rite of passage: “The understanding mother sends a growing girl to school in the only ‘growing’ bra. Whether she’s ten or a teen, a beTweenager has a psychological need for a bra. It gives her new poise in a new grade, whether she needs it (physically) or not.”
1958: Joseph Silvers Patents 'Spandex'
In 1958, chemist Joseph Silvers of DuPont patented Lycra, also known as Spandex. Unlike rubber or underwires, his invention could stretch up to five times its original length, shrink back to its original shape, and not lose its elasticity. Of equal importance was its durability: Lycra stood up to sweat, lotion, and laundry detergent.
“Synthetics gave women comfort, support and mobility,” says Berry. “Bras weren’t just body enhancers anymore.”
1964: Louise Poirier Creates the Wonderbra
Canadian designer Louise Poirier’s Wonderbra was so complex, there were over 50 pattern pieces involved in its construction. Instead of relying simply on padding, Canadelle’s Wonderbra deliberately pushed up the breast to create more ample cleavage and the illusion of a larger cup size. The Wonderbra had a resurgence in popularity in the 1990s thanks to the controversial “Hello Boys” campaign featuring supermodel Eva Herzigová.
Did you Know? American inventor Israel Pilot first trademarked the term “Wonder-Bra” in 1935 to describe his improved brassiere, which featured a patented V-shaped strap and bias-cut cup.
1965: The ‘No Bra’ Bra
Made of sheer nylon with elastic trimming, Rudi Gerneich’s 1965 “no bra” bra was designed to give the illusion that its wearer had on no bra at all while still providing minimal support. 1960s fashion favored all things natural—as long as you had the lean body type of supermodel Twiggy.
1977: The Sports Bra