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Wonderbra
A Canadian Wonderbra branded plunge, push-up bra c. 1975
Type
Push-up bra style from lingerie brand
Manufacturer
Hanesbrands
Introduced
1935 (brand origin)
Website
www.wonderbra.co.uk
The Wonderbra is a type of push-up underwire brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked in the U.S. in 1955,[1] the brand was developed in Canada. Moses (Moe) Nadler, founder and majority owner of the Canadian Lady Corset Company, licensed the trademark for the Canadian market in 1939. By the 1960s the Canadian Lady brand had become known in Canada as "Wonderbra, the company." In 1961 the company introduced the Model 1300 plunge push-up bra. This bra became one of the best-selling Canadian styles and is virtually identical to today's Wonderbra.
In 1968, Canadian Lady changed its name to Canadian Lady-Canadelle Inc., was sold to Consolidated Foods (now Sara Lee Corporation), and later became Canadelle Inc. During the 1970s Wonderbra was repositioned as the company's fashionable and sexy brand, and became the Canadian market leader.[2]
In 1991, the push-up Wonderbra became a sensation in the UK, although it had been sold there since 1964 under license by the Gossard division of Courtaulds Textiles. Sara Lee Corporation did not renew Gossard's license and redesigned the push-up style for the reintroduction of the Wonderbra to the U.S. market in 1994.[3]
Since 1994, the Wonderbra has expanded from the single push-up design into a full-range lingerie fashion label in most of the world. In most countries, the brand emphasizes sex-appeal. In its native Canada, however, the brand promotes the functional qualities of its products, a departure from the strategy that made Wonderbra the top-seller in the 1970s.[4]
^"Trademark Status & Document Retrieval". United States Trademark and Patent Office. Retrieved 2007-02-03.
^Mintzberg (1984), p. 76.
^Bowes, Elana (1993-10-11). "Playtex, Gossard gird themselves for battle of bras". Advertising Age.
^"Wonderbra Canada Website". 2007. Archived from the original on 2013-12-10. Retrieved 2007-02-03.
The Wonderbra is a type of push-up underwire brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked...
including Hanes, Champion, Playtex, Bali, L'eggs, Just My Size, Barely There, Wonderbra, Maidenform, Berlei, and Bonds. The original Hanes outlet store was housed...
media attention. In July 2009, Katie Green won a competition to represent Wonderbra. They referred her to the Premier Model Management agency for representation...
shortened to bra. Several lingerie and shapewear manufacturers, among them Wonderbra, Frederick's of Hollywood, Agent Provocateur and Victoria's Secret, produce...
marketer Wonderbra. National Cleavage Day was started in 2002 and held at the end of March or the beginning of April every year. Wonderbra together with...
Park Studio in West Sussex. Green was originally signed to represent Wonderbra in July 2008, but her agency required her to lose weight, and she refused...
show Libero as a dancer, before replacing model Eva Herzigová for the Wonderbra campaign. Gregoraci gained notoriety when it came to light that she had...
First-year sales for the Wonderbra were approximated at US $120 million ( $11,788,841 in today's[when?] money). Canadelle positioned Wonderbra as a romantic, fashionable...
silhouette. The design was later popularised by the introduction of a push-up Wonderbra in the 1960s. Quarter-cup: See Shelf bra below. Racerback: Designed with...
Les Misérables. In September 2010, she was revealed to be the face of Wonderbra's Full Effects campaign. In 2010, she appeared in The Sarah Jane Adventures...
billboards for Tiffany Bridal, O'Neill, Heineken, Volvo, Citroën and Wonderbra. She has done photo series and covers of Cosmopolitan, T3, Ché and Marie...
Tonight. Sophie also works- as a spokesmodel, having represented Berlei and Wonderbra in Australia and has appeared on the covers of various Australian magazines...
brand H&M. She then featured in high-profile campaigns for Reebok and Wonderbra. In March, Kerr opened and closed for Sonia Rykiel at Fall/Winter Paris...
Chanel, and Kenzo. Schad has also appeared in Wonderbra advertisements, where she got the nickname "Miss Wonderbra". Schad advocated Native American causes...
and girdle industry in America posted sales of over US$1 billion. The Wonderbra brand, which had existed elsewhere, entered the U.S. market in 1994 with...
Christian Dior's "New Look", which featured pointed cups. The original Wonderbra and push-up bra by Frederick's of Hollywood achieved great popularity...
myself such pure pleasure?" She has designed a new lingerie range with Wonderbra. One of Von Teese's trademark items is the garter belt with six garters...
first Vargas Girl of the 1990s. She also became the first model of the Wonderbra campaign. She later posed for photographer Helmut Newton for a Wolford...
film with her treasures on display, maybe as product placement for the Wonderbra", while BBC.com asserted: "Hewitt though, lacks the necessary duplicity...
Norvegicus which was never released as a single, was used in several French Wonderbra commercials featuring model Inna Zobova. "Golden Brown" was used to advertise...
professional model. In November 2007, she represented lingerie brand Wonderbra, following on from the likes of Eva Herzigová and Caprice. She featured...
selected among over 600 models to become the then-new spokesmodel for Wonderbra and the face of the international brand Sephora in 2004, the year she...
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