What Lingerie Looked Like in the Early 20th Century

WHAT LINGERIE LOOKED LIKE in the Early 20th Century Lingerie in the early twentieth century had a different look and feel to what we have today. Think functional, supportive and neutral colours – nothing close to the variety on offer in stores and online presently! 1890s 1900S. PRETTY HOUSEMAID CORSET by R.&W.H Symington &CO Pretty HOUsemaiD IS FURNISHED WITH THE NEW BUSK PROTECTOR. TRONGEST&CHEAPEST CORSE EVER MADE This advertisement was published just before the start of the 20th Century and it gives you an idea of the functional nature of lingerie at the time. The Pretty Housemaid corset was produced by the Symington Company, a well-known corset manufacturer based in Leicestershire, U.K. Symington were in business for 130 years and made mass manufactured corsets which were distributed across the world. The taglines on the ad "Strongest & Cheapest Corset Ever Made" as well as "Is furnished with the New Bust Protector" are a far cry from modern day lingerie taglines. 1900s 1910s DE BEVOISE LINGERIE In 1904, the Charles R. DeBevoise Company first labelled a woman's bra-like garment a 'brassiere' (the word came from a French term for a ladies' bodice.) De Bevoise Brassieres that Beautify e e Ses Eato It was actually closer to a lightly boned camisole and its Original purpose was to help stabilize the breasts 1920s 1940s. LE GANT by Warners LE GANT Warner, a leading U.S. Textile/clothing corporation, had a significant impact on the development of lingerie styles as well as lingerie measuring systems in the 20th Century. "STA-UP-TOP" They produced girdles under the European inspired label "Le Gant" in the 1930s and ran numerous advertising campaigns to support the new range. Warners' girdles WONT RIDE and bullet bras quickly became top sellers at this period. REDFERN 1940s LIFE BY FORMFIT The Formfit Company was established in 1917 with Sat on a tuffet Rueing her beauless plight. "See here" said friend Mary So light and so airy. "Cheer up - buy some bras headquarters in Chicago, U.S. It was Modezn Mise 7uffit one of the rgest manufacturers of corsets and girdles in the world. Called LIFE So Modern Miss Muffet A-shopping did go - To buy her Life bras Now all the long day You hear her say, "LIFE has worked thre The company MAGIC for me!" had a string of advertisements similar to the one above that followed a fairy tale KEED A BRA WARS theme and featured miniature Day Lik Nigha lk T cartoon-like models. GIRDLES by Jantzen This advertisement was Rear quard published during the Second World War and clearly illustrates the priorities of women at the time; the model in the WHAT TO D IN AN AIR RD ad is putting in place a "What to Do in an Air Raid" poster. .her wt fer wendedel anten paty Jantzen was established in 1910 in Oregon, U.S. The company primarily focused on swim wear but developed a line of girdles in the 1940s. sirlen that bring dewn the e, im he rie, Tnle he wt, mo hmm eemine the Nips. d e in yur decs end tam wihat pinhing pehing. ds teting, They'e sheer ond seseel end com fartuble fesle ntanwim wnh mlyyrskinS00 50.Ohe ntn foundutions 1.9S 00 l leading sene JANTZEN POUNDATION DION. OVEK, NA Jantzen THE FOUNDATION OF NATURAL BEAUTY Like other apparel companies at the time, they supported the war effort and manufactured a variety of military goods, including sweaters, parachutes, sleeping bags and gas mask carriers. 1950s MAIDENFORM, "I DREAMED I WAS." AD CAMPAIGN In 1949, U.S. lingerie manufacturer Maidenform, introduced its famous "I dreamed" ad campaign and ran it for more than a decade into the 1960s. Tag lines included such greats as, "I Dreamed I was an Eskimo in My Maidenform Bra" and "I Dreamed I had the World on a i dreamed I was a real dish in my maidenformi bra String in My Maidenform Bra". The f de e PERMA-LIFT by Gossard The Perma-lift range of bras and girdles by British label Gossard launched in the 1950's, Maw featuring the 'Magic Insert', a cleverly shaped support within each bra cup to give permanent uplift. EXCITING EXQUISITE During the Second World War, Gossard's production was turned over to assist with Britain's war effort. The company produced everything from brassieres for the Women's Royal Naval Service to sails, parachutes and single-seater fighter dinghies. Perma lift RASSIERIS HICKORY TI THAT NEVER LETS YOU DOWN I THE REFERENCES www.pinterest.com/pin/394839092300866102 www.pinterest.com/pin/454582156111372552 www.20thcenturybeauty.com/tag/1930s/page/2 s3-ec.buzzfed.com/static/enhanced/webdr01/2013/2/23/19/enhanced-buzz-1498-1361664416-14.jpg $3-ec.buzzfed.com/static/enhanced/webdr02/2013/2/23/20/enhanced-buzz-4544-1361668620-0.jpg www.oddee.com/_media/imgs/articles2/a96762_v10b.jpg www.oddee.com/_media/imgs/articles2/a96762_v3.jpg www.hannahwroe.com/blog/2014/4/14/the-story-of-r-w-symington-corset-makers www.nottinghampost.com/Nostalgic-visit-city-s-hidden-lace-factory/story-12239348-detailstory.html www.williams.gen.nz/hosiery.html gsource.blogspot.ie/2011/08/evolution-of-bra-part-i-chronology.html www.gossard.com/About-Gossard/Heritage revolverproject.com/joumal/journal/the-best-vintage-lingerie-adverts-from-1905-to-2001 www.buzzfeed.com/copyranter/enter-the-strange-world-of-vintage-lingerie-ads www.cbsnews.com/pictures/vintage-bra-ads/3/ mSheer Lurury Lingerieam .......** ........ ......... ........ ........