The Bra Business

The bra business is as bustling as ever, and this is reflected by skyrocketing prices despite economic conservation. As a matter of fact, it has successfully transitioned from a hidden accessory sold in clandestine terms such as "health aid" to celebrated status of WonderBra. To take it even further, adornments such as diamonds and ruby garner widespread attention to designer debuts.

However this road to fame has not always been so easy. Like any other fashion, economic downturns such as World War I stifled its growth to the effect of saving 23,000 tons of metal! Not coincidentally, the flat flapper look of the 20's ensued to the delight of a generation of corset-free women.

A second influence that cannot be ignored is the media. Screen stars have been sparking mass consumption of undergarments for decades. This is true for Lana Turner and the conical bra "They Won't Forget" as well as Giselle Bundchen with the push-up bra in "Taxi" (Pederson). The crossover from fashion to movies to singing has become a two-way street, with singers like Jennifer Lopez and Gwen Stefani starting clothing lines.

Being that the bra, as well as the bosom, is such a touchy subject depending on the times, the evolution of the bra has accommodated for the public's fickle nature. Take, for example, the late 90's era of the invisible bra: no straps, no seams, nude color. "Sheer" was as avant-garde as Calvin Klein dared. It is there only in necessity and not a peep more. Conversely, the 80's brought out the bad girl in bras from sensual silks to pointy cones. The debut of the Gaultier's conical bra burst onto the fashion scene through Madonna's worldwide Blonde Ambition tour. Its unnatural rise expanded into exaggerated shapes everywhere from shoulder pads to parachute pants. It wasn't until the wallflower counterculture of the mid-90's that this bra lost its appeal. The tinsel and excess were lost upon a new culture of introspection and dowdiness. Whether it was Mr. T or the Joker who broke the camel's back, the end result was a desolate atmosphere for the fashion world. Cotton and flannel were the new lace and frill. The golden bras of yesteryear fell to obsolescence.

The turn of the century brought underwear to the forefront - literally. Butterfly thongs and lace cups poked out to the delight of paparazzi who spread this trend like wildfire. Soon bras were manufactured in obnoxious colors like yellow and red to accent the clothing that these rebel-rousers wore. This, however, was merely a fad that soon became touted as a fashion faux pas.

Then there is the classic black bra that seemingly never goes out of style. Granted, it is marketed slightly differently at every turn: "Second Skin" by Victoria's Secret, Frederick's of Hollywood's "Smooth Sensation." Nevertheless, this sleek bra remains a fashion staple hand in hand with the "little black dress." The color, simple, and its touch, supple. These two ingredients make for a timeless piece that is paid homage to in every women's closet.

The style of bra that is en vogue now embodies a healthy mix of functionality and style. Moms with their jogging strollers are a big fan of this this bra. Even shopping at Whole Foods, I noticed quite a few tank top clad women boasting the racerback. It could be because the traditional wifebeater top as popularized by rap videos has evolved into sexier T-backs that show off the shoulder blades. The surge in racerback bra sales is due in part to women's increasing interest in activities like yoga and golf. Who could forget the notorious behind shots of the volleyball players at the 2008 Olympics? Despite not officially being a water sport, these women wear waterproof fashions that are reminiscent of Adidas' and Nike's racerback activewear. Our generation's focus is very health conscious, and the '08 Olympics brought a fitness twist to our demands. A perfect example of a style at its culmination, the racerback bra has reached its glory through its performance capability and stylish silhouette. Its non-slip straps offer centered support unlike typical bikini straps. Advertisements claim that these clothes "move with you" which is substantiated by its polyester and spandex composition.

The future of bras lies in the avante-garde. Bra as art has not taken the stand yet possibly because of the low visibility of the garment to begin with. I would like to see more cups being cut in odd shapes. The attention garnered by Victoria Beckham's Trapeze bra and Victoria Secret's Convertible Bra reflect the public's readiness for new bra forms.

Pedersen, Stephanie. Bra A Thousand Years Of Style, Support & Seduction. New York: David & Charles, 2004.
"Wonderbra -." Wikipedia, the free encyclopedia. 05 July 2009 .