A very brief glimpse into radical shifts in advertising (and cultural thinking) about brassieres in the 20th century. I'm arranging them chronologically (from 1902 up to the 1970s) so you can see trends in attitudes about what bras do and how they do it.
Although women have worn one form of breast support or another for well over 2000 years, Victorians seized on the contemporary health crazes by advertising brassieres as medical devices.
Sometime in the 20s and 30s, bra ads stressed their value as beauty enhancers.

By the 1940s, it was all about the sexy busty sweater girl.
In the 1950s, the bra came out of the closet. Women were allowed to be overtly sexual.

Those old bras were uncomfortable as hell.
In the 60s, manufacturers found an exciting new marketing angle: preying on the insecurities of small-breasted women.

And in the 1970s, well, what can I say? Everyone was doing a lot of drugs.
Visit All about vintage bras for basic information on the history of brassieres, along with super-helpful information on how to get the all-important right fit for your body (whether buying a vintage bra or a new one).
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