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The ABC Alphabet Bra set the standard for bra sizing that is still used today. By the early 1940s, the company was profitable again, bringing in $1 million by 1947. [ 18 ] Sales of bras, girdles, and the cross-promotion of the Merry Widow line of corselets with the 1952 Lana Turner movie of the same name , led to record profits.
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The lining of the cups is thickened and enhanced with shape-enhancing inserts or foam padding inside the entire lining of cup. Padded bras support the breasts but, unlike push-up bras (see below), are not intended to significantly increase cleavage. [4] Also see water bra below. Plus-size: See Full-support bra above.
Bra manufacturers are careful to claim that bras only affect the shape of breasts while they are being worn. [195] [197] The key factors influencing breast ptosis over a woman's lifetime are cigarette smoking, her number of pregnancies, gravity, higher body mass index, larger bra cup size, and significant weight gain and loss. [198] [199]
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