The wonder that is the Wonderbra

I like a lot of brands, but my favorites are the ones with a rich, long history of making women beautiful. Innovation is cool, but tradition and timelessness are always winners in my book. One of those brands is Wonderbra.

It's a name you whisper with awe - Wonderbra. You've heard about it, while your moms and grandmothers have probably used it in their heyday. It was among the first bra patents that gave birth to the modern design as we know it. The company that created it was founded in Canada in 1939, but it was only in the 60's when their breakout product was created - the Wonderbra Model 1300, which was a lace push-up. Here's the ad released in 1968:

Trivia: this is the first TV ad ever shown with a live model wearing only a bra

It was a huge leap back then. During the 50's and 60's, the norm for breast support were girdles. However, the feminist movement campaigned for women to burn their bras. Hems were getting shorter, clothes were showing more flesh, so it was only practical to cut back on girdles as well.

The 1990s saw the Wonderbra becoming famous worldwide, culminating with Eva Herzigova's traffic-stopping billboard in 1994.