Who invented the bra? The history of controversial clothing

This rethinking of the bra – and women’s role in society – continued over the next decade, when the first sports bra was born. In 1977, childhood friends Lisa Lindahl, Hinda Miller and Polly Smith put two strips together and called them “Jogbra”.

Bras of the 80s and 90s: fashion and fantasy

In the 1980s, bra manufacturers began to expand the range of sizes they offered; Wacoal was one of the first brands to offer cup sizes up to H or K. The boundaries were also pushed in fashion, as stars from Madonna to Grace Jones began sporting wild, bra-centric looks on and off stage.

In the 1990s, women in the Western world had access to all kinds of bras – with padded, underwired and push-up bras becoming the most commonly worn. The sex bomb style was promoted by retailers such as Victoria’s Secret, which released its first jeweled “Fantasy Bra” in 1995 to coincide with the debut of the Victoria’s Secret fashion show; while Calvin Klein offered a clean, minimalist approach.

As the body positive movement grew in the 2000s, followed by the athlesiure movement in the 2010s, more brands began offering more comfortable bra designs in a wider range of sizes and styles. Bralettes and other underwired styles became popular, and many women began swapping cup styles for sports bras – or even opting to stop wearing a bra altogether.

2000s to today: the modern bra

Today in our offer you will find a bra that will complement every styling – from deep necklines to backless dresses – and every bodybecause there is more emphasis on inclusivity. Thanks to brands like Nubian Skin, Savage x Fenty, ThirdLove and Skims, the term “nude” no longer just refers to the color beige in underwear; while brands like Elomi, Freya and Pepper cater to all bust sizes; and many retailers are even offering virtual fittings. As consumers look for sustainable underwear options, brands such as Araks, Everlane and Girlfriend Collective have entered the market.