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Playtex was founded in 1947 as one of four divisions into which ILC re-organized. [2] Its name was a portmanteau of "play" and "latex", reflecting its focus on latex products. [3] Playtex's marketing in the post-war era was influential in creating the shift from custom-tailored undergarments to manufactured sizes.
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 ...
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.
Suspenders or suspender belts, also known as "garter belts" in American English, are an undergarment consisting of an elasticated material strip usually at least 2 to 3 inches (5.1 to 7.6 cm) in width; it can be wider. Two or three elastic suspender slings are attached on each side, where the material is shaped to the contours of the body.
Playtex, the leading brand at the time, promoted the ease of care and durability of their girdles and brassieres. Beginning in 1967, the advertising focused exclusively on Wonderbra brand brassieres. [19] In 1968, Nadler hired Goodis Advertising to develop the new campaign. The Wonderbra ads were based on fashion and emotional appeal.
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.
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