Vintage Brassieres - 1948

And you thought our obsession with uplift and maximum curve was a modern one?

Lovable Brassiere Co. ran a series of ads featuring the Lovable Girl of the Month. Here, their strapless bra is worn under a Margot strapless dress. The bra is boned for support, and they promise "You'll be lovely too, in a Lovable bra."

Exquisite Form patented the V shaped wire that separated the cups on their bras to be worn with low cut garments. They call it "Hi-Low Witchery".

Starlight bras and girdles will make you feel "heavenly" with their patented inner control, whatever that is. This one features circle stitching on the undercup.

I don't care about my bra making me feel lovely, witchy, or heavenly. I just want it to be comfortable!