The evolution of the BRA
Years of our youth or our parents, if ever there was a decade which has known great changes of mentality, it’s the 1970s. At that time, society becomes aware of its problems, new generation then began a revolution that translates through art, literature or even fashion. In this world deeply upset by may 68 and its claims of freedom, the women began a struggle for their rights. A symbol: the bra.
With the promulgation of the law Veil authorizing the voluntary interruption of pregnancy, the creation of a State secretariat for the status of women and the establishment of a women’s day, sexual liberation is underway and the BRA, symbol of Puritan morality, is simply dismissed, burned or reduced to its simplest use. The women claim their autonomy and independence in turning away from the purpose of the fantasy of these gentlemen.
The lingerie industry must deal with this unprecedented upheaval. For the first time, these are the women who will decide what they wear, and will shake the established orders of bourgeois and misogynistic society. To sell, we’re Reinventing then lingerie by returning to the basics: functionality, comfort, lightness and naturalness are the watchwords. Bras become tight and transparent, their preformed caps and without seams; and the panties, low waist.
The famous brand Lou is one of the first to dare to change and became known worldwide thanks to its famous “Lou nets” and “V of Lou.
Chantelle launches his ‘Party’ model in lace from calais who becomes a real bestseller and sign ‘Challenge’ (“technological” implied) his first bra molded for a natural look and a perfect outfit.
Janesportsbras creates the first halter sports bra and the first strapless BRA, but also some creations like the heart clip, that clip is in front, the first garter belt bikini or thong.
That’s a nice proof that fashion is not ‘that’ superficial and created from scratch by a materialistic society. The ‘real’ mode is not only aesthetic but it is above all a testimony to our history: our way of life and our way of thinking, have a direct influence on the way they dressed.
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