For the final instalment of #BREASTWEEK, I am doing a Fashion History post about one of the most well-known lingerie brands, Wonderbra. 

Wonderbra is a type of push-up underwire brassiere that became popular in the 1990s. The company first launched in 1935 in the United States, but most of the fame came in the 90s, in Europe. 

In 1991, Gossard lingerie were selling the Wonderbra under licenses that ended in 1994. In 1992, the plunge wonderbra style became a hit with British women. Serveral factors might have contributed to the rise, including an article in British Vogue. With this surge in sales, Sara Lee, owner of Wonderbra, decided not to renew the license with Gossard.

"I've got a couple of those Gossard Wonderbras. 

They are so brilliant, I swear, even I get cleavage with them."

- Kate Moss, 1994, New York Times Magazine.

In 1994 in the UK, the Wonderbra gained a high profile, thanks to its racy Hello Boys campaign. Model, Eva Herzigova was in the most famous poster, where she is gazing down at her breasts with the caption "Hello Boys.". 

The Wonderbra is all about lifting and supporting the breasts, to create a dramatic cleavage. 

After the rise in sales in the UK, the race for the plunge bra to hit the US was on. Gossard got their first, with their Super-uplift bra in 1994. It was an immediate phenomenon and sales soared. However, it would soon be overshadowed as Sara Lee was preparing for the US invasion of the Wonderbra. It was a success but Sara Lee was unable to meet the demand, which left the door open to competitors. Wonderbra helped to create the demand of push-up/plunge bras but it just couldn't fill. 

However, the Wonderbra sales continued to be strong as the 90s progressed, but the excitement did quieten down after several years. 

The Wonderbra is still a staple in most womens lingerie, and is lusted over by women who don't already own one. 

The Wonderbra has 5 design elements, which makes it superior to any traditional push-up bras and imitators.

1 - Three-part cup construction

2 - Precision angled back and underwire cup

3 - Removable, contoured pads

4 - Back support

5 - Adjustable non-stretch straps