Lingerie Sets

After the Second World War, in attempt to attract more customers, French lingerie industrialized. Brands like Barbara, Empreinte and Lou emerged while the hyper-feminine look New Christian Dior in 1947 heralded the pin-up look: high and protruding breasts, small waist, and round hips.

Each brand had its methods for making the busts pointy: balconnets, bustiers, wide bra straps, hidden pads, and ingenious cuts all enhanced one’s breasts. Lines diversified: girdles and corsets with mermaid silhouettes and other combinations.

Polyamide (Nylon), invented in 1933 and launched in 1938, was first used to make stockings, which were stronger than the normal silk stockings. Women swore by them, and they would revolutionize lingerie forever! For the housewife of the 1950s, they were synonymous with progress: they washed easily and dried quickly. They could also be manufactured in every color of the rainbow – and even in black, which made lingerie infinitely sexy! A taboo was finally lifted: lingerie didn’t need to be sheer for it to be considered clean and therefore, little by little, darker colors in undergarments came on the scene.

Brands promoted their products through advertising. There were billboards of young women in the streets and black-and-white illustrations in magazines. Modern consumer society was taking off, and women bought lingerie from retailers who offered better products that were better tailored to their needs season after season, adapting to the lastest fashion trends.