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1959 – Zip Up Girdle
In the mid-century, a zipper girdle innovation aimed to help with waistline compression. Today, modern shapewear continues the trend.
1953 – Perma-lift and the Bullet Bra
Perma-lift introduced the iconic cone-shaped bullet bra with “magic inset” for uplifting support, shaping mid-century fashion.
Perma-lift Shapewear Ads from the 1950’s
Perma-lift advertised girdles, bras, and panties in 1950s women’s magazines, using illustrations and targeting different lengths and figures.
1956 – Shapewear Innovations
The 1950s saw the rise of patented shapewear, including Jantzen’s Curvallure bras and Sarong Jr’s criss-cross girdle.
1951 – The Inflatable Bra
Fashion and industry shaped women’s desired hourglass figure in the 1950s, leading to the invention of the inflatable bra.
1952 – Vintage Bra Ads from Lovable
In the 1950s, the Lovable bra company sold affordable bras in various colors, using pin-up style illustrations in ads.
1960 – Fashion Designer Scaasi’s Dream Girdle
In September 1960, Maidenform Girdles ad featuring Arnold Scaasi’s dress emphasized the role of the girdle in fashion.
1964 – Maidenform Sweet Music Cotton Bra
Maidenform’s Sweet Music cotton bra gained popularity in the mid-century, reflecting the shift to more natural undergarment styles.
Maidenform Bras – I Dreamed Campaign
In the mid-20th century, Maidenform’s consistent “I Dreamed I…” ad campaign captivated women, with whimsical themes and creative visuals.
1952 – Jantzen Décolleté Bras
In 1956, Jantzen showcased décolleté bras in ads targeting young working women in mid-century fashion magazines.
1959 – The Shaping of Fashion with Jantzen
In 1959, Jantzen advertised colorful girdles and bras featuring Nylon, Dacron, and Lastex. These fibers helped revolutionize the fashion industry.
1951 – The Jantzen Bullet Bra
In 1951, Vogue featured Jantzen’s distinctive Bullet Bra in a bold line drawing, highlighting the mid-century woman’s silhouette.
500 Posts – A Mid-century Milestone
A blog dedicated to mid-century women’s magazines celebrates 500 posts featuring articles, ads, illustrations, fashion, and home design.
1956 – Hollywood Maxwell V-ette Bras
The 1956 Hollywood Maxwell V-ette ad showcased pastel bras with unique branding, including the tagline “The Wizard of Bras.”