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Ultrabra

  • Object:

    Bra

  • Place of origin:

    Great Britain (made)

  • Date:

    1997 (made)

  • Artist/Maker:

    Gossard (maker)

  • Materials and Techniques:

    Satin
    Card

  • Credit Line:

    Given by the maker

  • Museum number:

    T.500-1997

  • Gallery location:

    In Storage

Physical description

Black satin bra. and packaging

Place of Origin

Great Britain (made)

Date

1997 (made)

Artist/maker

Gossard (maker)

Materials and Techniques

Satin
Card

Dimensions

Height: 210 mm Box before conservation, Width: 135 mm Box - before conservation, Depth: 47 mm Box before conservation

Descriptive line

Satin bra 'Ultrabra', made by Gossard, Great Britain, 1997

Labels and date

The ultimate cleavage

The British company Gossard launced the Ultrabra plunge bra in 1994 with the advertising tagline. 'Ultrabra, creating the ultimate cleavage'.

The bra was launched to compete with Playtex's Wonderbra, which Gossard had lost the licence to produce. The resulting brand rivalry became known as the 'Bra Wars'.

The bra's packaging conveys an image of knowing sensuality designed to appeal to both men and women.

Balconette bra and packaging, 'Ultrabra Perfection'
Gossard
Britain, 1997
Bra: nylon, polyester and elastane, with underwiring
V&A: T.500:1&2-2000 [16/04/2016-12/03/2017]

Materials

Nylon; Elastane; Polyester; Wire; Material

Categories

Women's clothes; Fashion; Europeana Fashion Project

Collection

Textiles and Fashion Collection

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