Choosing the Right Bra > Need some push-up?

The ancestor of today's push-up bra owes its existence to a designer from the Canadian company Canadelle. Her invention? A little push-up bra that held up like a "suspension bridge."

The first Wonderbra from Canadelle's workshop debuted in 1964. This was the era of sexy dolls: Mattel launched the most famous, Barbie, in 1959. And even though the shapely Marilyn departed the scene in 1962, everyone still remembers those fabulous curves which, molded into a form-fitting dress, allowed her to coo a sensual "Happy Birthday, Mr. President" just months before her death. So, if a little push-up bra, ancestor of today's model, could help girls look a bit more like their idol, then why not?

U.S. Rollout ? "Look Me in the Eyes & Tell Me That You Love Me"
Introduced to the American public in May 1994, the Wonderbra, with a suggested retail price of $26, began selling at a rate of one every 15 seconds, and stores could not keep the bras on their racks. First year sales for the Wonderbra were approximated at $120 million, making it one of Sara Lee's top 30 selling products. Women lined up outside store doors in order to buy the coveted bra, and by year's end, the Wonderbra had grown from a mere lingerie item into a "vital fashion accessory and cultural icon." They even had to be rationed at Macy's in New York: one bra per customer, period. It was a tidal wave that allowed the company to achieve 70% brand recognition among the general public.

This unassuming little garment set off a mini-revolution. It used to take about 20 different pieces to make a traditional bra. But now it takes 42, including straps and trim. Wonderbra has a peaked-roof shape (just unhook it and lay it flat… you'll see.) Once you put it on, the shape allows the cups to come close to each other, but that's all. Finally, the pads are removable to allow you to adjust your décolletage according to the time of day or your mood.

Since then, many manufacturers have invented new ways of boosting the troops' morale: pads filled with essential oils, ersatz airbags filled with air, even ones that can be adjusted with a little pump…

But still Wonderbra didn't let itself be outpaced. In 1998, Wonderbra lauched WonderBra Plus for full breast, followed in 2004 by WonderBra Me, a new little revolution that offers women both support and designer trend.

In short, women no longer buy a bra just to provide support, but to seduce and beguile. Men who think the goods are not what they're purported to be will have to make do with looking into our eyes, deep into our eyes…