Ultrabra thumbnail 1
Not on display

Ultrabra

Bra
1997 (made)
Artist/Maker
Gossard (maker)
Place of origin
Great Britain (made)

Black satin bra. and packaging

Object details

Categories
Womenswear
Fashion
Europeana Fashion Project
Object type
Bra
Parts
This object consists of 2 parts.

  • Bra
  • Packet
TitleUltrabra
Materials and techniques
Satin Card
Nylon
Elastane
Polyester
Wire
Brief description
Satin bra 'Ultrabra', made by Gossard, Great Britain, 1997
Physical description
Black satin bra. and packaging
Dimensions
  • 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
(16/04/2016-12/03/2017)
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
Credit line
Given by the maker
Collection
Textiles and Fashion Collection
Accession number
T.500-1997

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Record createdJune 24, 2009
Record URL
https://collections.vam.ac.uk/item/O326715/ultrabra-bra-gossard/
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