Were it not for Ida and William Rosenthal, today’s women might still be wearing shapeless camisoles or uncomfortable corsets. It is thanks to them that the modern bra came into existence. Idea and William Rosenthal were two Russian immigrants who came to America penniless and set up a dressmaking business in New York with partner Enid Bisset. They were constantly dissatisfied with the way dresses fitted around the female bosom. In frustration – and perhaps rebellion to the popular flat chested look of the flatter – they invented the first form fitting bra with separate cups. Since all women are not built equally, Ida also invented cup sizes.
In 1922, the Rosenthals gave up the dress shop and started the Maidenform Brassiere Company with $4,500. Four years later, they had 40 machines turning out mass-produced bras. Forty years after that, they had 19 factories pro ducting 25 million bras annually. Some of their innovations include:
-the uplift bra (patented in 1927)
-the training bra
-the Chansonette bra (introduced in 1949 and dubbed the bullet bra).
The Chansonette bra has a cone shaped cut stitched in a whirlpool pattern, it never changed shape even when it was removed. Over the next 30 years more than 90 million were sold worldwide.
In 15 years the company grew from 10 employees to over 9,000. Since then many other bra companies have been created and many other bra styles have been patented. Styles and shapes of bras are always affected by fashion.
Today, close to the body look slinky dresses and tops are in style. T-shirt seamless bras, minimizers, and bras with clear straps are top sellers of every lingerie store. Right now women want to have a well-fitted bra since everything shows under tight sweaters, and because of that they will search to find a lingerie store which provides professional bra fitting services. At Goodnight Goodmorning we specialize in bra fitting and we have the best selection in bra styles and sizes in the area, from petite to full figure, cup sizes from A to J.
Anya, the owner, understands how important it is to have a well-fitted undergarment. She is a fashion designer who will advise you in finding a style to complement your figure. With a team of trained staff who are all passionate about lingerie, you’re sure to have a comfortable and professional experience.
-Anya, Goodnight Goodmorning