The second half of the 20th century was very different politically as well as fashionably. The 60s brought a lot of change, and with it came the women’s liberation movement. More and more women began to have jobs, which in turn allowed them to wear suits. They slowly became equals with men which led to a new confidence. Of course media had to change to fit in with this new era. Women were portrayed as strong and confident, unlike the first half of the century where they were seen as soft and delicate.
Maidenform Bras were the bras of the decade. Their campaigns were very well known, one of their campaign slogans was, “The Maidenform woman, you never know where she’ll turn up.”
Panty hose suddenly had higher stocking tops to be worn with the trend of the decade, mini-skirts.
Hanes introduced its pantyhose line in 1970 called “L’eggs.” They came in an egg-shaped container and were sold in grocery stores and pharmacies. A few years later they introduced “Sheer Energy.”
In 1990, Madonna brought back the bullet bra on her Blonde Ambition tour. Wonderbra launched its engineered fit in 1994.
Victoria’s Secret was founded in 1977 with the hopes of creating a comfortable environment for men. By the early 90s, Victoria’s Secret had become the largest women’s lingerie retailer in America.
Sources: 20th Century Fashion by Jim Heimann and Alison A. Nieder
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