Ultrabra thumbnail 1
Not currently on display at the V&A


1997 (made)
Place Of Origin

Black satin bra. and packaging

object details
Object Type
This object consists of 2 parts.

  • Bra
  • Packet
Materials and Techniques
Satin Card
Brief Description
Satin bra 'Ultrabra', made by Gossard, Great Britain, 1997
Physical Description
Black satin bra. and packaging
  • Height: 210mm (Box before conservation)
  • Width: 135mm (Box - before conservation)
  • Depth: 47mm (Box before conservation)
  • Bust measured inside garment circumference: 83.5cm (Note: Measured by Conservation)
  • Underbust measured inside garment circumference: 65cm (Note: Measured by Conservation)
Gallery Label
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)
Credit line
Given by the maker
Accession Number

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record createdJune 24, 2009
Record URL