The Wonderbra is a push-up underwire brassiere that gained worldwide prominence in the 1990s. It is available in sizes 8-16, 18-24, 28-32, 32-34, and 36-36 in the United States, Canada, Australia, South Africa, Israel, and the West Indies. The brand is still available in Europe, Australia and South Africa and in Asia, but it is no longer available in the UK or Japan.
About Wonderbra in brief
The Wonderbra is a type of push-up underwire brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked in the U.S. in 1955, the brand was developed in Canada. In the 1970s Wonderbra was repositioned as the company’s fashionable and sexy brand, and became the Canadian market leader. In most countries the brand emphasizes sex-appeal, but in its native Canada the brand promotes the functional qualities of its products. The Wonderbra has expanded from the single push- up design into a full-range lingerie fashion label in most of the world. It is available in sizes 8-16, 18-24, 28-32, 32-34, and 36-36 in the United States, Canada, Australia, South Africa, Israel, and the West Indies. In Europe, Wonderbra introduced a half-up bra, described as half-lacy, on hosiery in the late 1950s. In Canada, the trademark lost the hyphen to become \”WonderBra,\” and \”Wonderbra\” at the U.-S. reintroduction in 1994. The brand is still available in Europe, Australia and South Africa and in Asia, but it is no longer available in the UK or Japan. It has been sold in the US since 1964 under license by the Gossard division of Courtaulds Textiles, but Sara Lee Corporation did not renew the license and redesigned the push-Up style for the reintroduction of the WonderBra to the U-S.
market in 1994, when it became a sensation in the 90s. The company also adapted to a new fashion trend towards a pointed bust, inspired by Christian Dior’s \”New Look\”. This new line of bras is virtually identical to today’s Wonderbra. It was sold by Canadian Lady-Canadelle Inc. until 1968, when the company was sold to Consolidated Foods and later became Canadelle Inc. In 1961 the company introduced the Model 1300 plunge push-ups. This bra became one of the best-selling Canadian styles and is virtually similar to today’s Wonder bra. In 1952, Canadian Lady launched Petal Burst with anticipation of tough negotiations with D’Amour—Israel Pilot’s U. S. company—around the expiration of the patent in 1955. The Petal burst by Wonderbra line was successful and delivered 50% of bra sales by 1957. The diagonal slash offered a better fitting brassiere without elastics, and become a competitive advantage. In 1941, Israel Pilot’s patent US 2245413, granted in 1941, allowed for greater shoulder strap elasticity by cutting the fabric so that the weave has the greatest stretch. The photographs show the original patent sketches and close-ups of a bra made in theU.S., by D’Amour. This innovation on existing bra design provided more comfort and freedom of movement for the wearer.