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By 1970, the girdle was generally supplanted by the wearing of pantyhose (called tights in British English). Pantyhose replaced girdles for most women who had used the girdle as a means of holding up stockings; however, many girdle wearers continued to use a brief style panty-girdle under or on top of tights/pantyhose for some figure control.
In women's clothing, a corselet or corselette is a type of foundation garment, sharing elements of both bras and girdles. It extends from straps over the shoulders down the torso, and stops around the top of the legs. It may incorporate lace in front or in back. As an undergarment, a corselet can be open-style (with suspenders attached) or ...
The first push-up bra was patented by Marie Tucek in 1893 in response to a fashion for the Empire silhouette. [13] The design was later popularized by the introduction of a push-up Wonderbra in the 1960s. [14] Quarter-cup: See Shelf bra below. Racerback: Designed with shoulder straps that form a "V" or "T" pattern between the shoulder blades ...
Freda Cox wearing a liberty bodice in an early advertising photograph for Symington, published between 1908 and 1910. The liberty bodice (Australian and British English), like the emancipation bodice or North American emancipation waist, was an undergarment for women and girls invented towards the end of the 19th century, as an alternative to a corset.
They introduced television advertising and changed the emphasis from the product to the brand. Ads attempted to build consumer awareness of the single brand name: Wonderbra. Market research showed that women did not want girdles advertised on television—girdles were seen as armor against sex, while bras provided a means of attraction. [19]
Literature from Ancient Greece suggests the use of a specialized garment meant to support and contain women's breasts. In Book 14 of Homer's Iliad, written in the archaic period of classical antiquity, Homer refers to Aphrodite's "embroidered girdle" (Ancient Greek: κεστός ἱμάς, kestós himás) as being "loosed from her breasts", indicating a decorated breast-band rather than a ...
Then, by the early 1960s, the introduction of pantyhose offered a new alternative to garter belts and girdles. [4] This change in fashion coincided with the female empowerment movement and the sexual revolution. [12] [13] Since the mid-20th century, men's adult magazines featuring images of women in underwear reached mass-market popularity.
In the 1960s Gossard produced a wide range of bras and corsets and pioneered the pantie-girdle. [16] Women started to demand more choice in their underwear and Gossard responded with innovative designs in a wide range of colours. In the 1970s Gossard introduced "Glossies", a brand designed for a transparent and iridescent appearance.
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