Wonderbra

The Wonderbra is a brand of padded and underwired bra designed to enhance cleavage. It was first launched in Canada in 1939 by designer Louise Poirier for the Canadian company Dominion Corset Company. The bra gained significant popularity in the 1990s, becoming a cultural phenomenon and a symbol of a more overtly sexualized aesthetic.

The key innovation of the Wonderbra was its ability to create a push-up effect, lifting and separating the breasts to create the appearance of a fuller bust. This was achieved through a combination of padded cups and a specific underwire design. The marketing of the Wonderbra often featured provocative imagery and emphasized the transformative power of the garment, contributing to its widespread appeal and notoriety.

Initially sold as the "Wonderbra" in Canada, the brand was licensed to other companies internationally. In the United States, it was initially sold by Playtex as the "Wonderbra." The 1990s saw a surge in its popularity, driven by highly visible advertising campaigns featuring models like Eva Herzigova. This era cemented the Wonderbra's status as a must-have item for many women seeking a more pronounced décolletage.

Over the years, the Wonderbra brand has continued to evolve, introducing various styles and innovations beyond its original push-up design. However, it remains most closely associated with its iconic 1990s iteration and its significant impact on lingerie trends and popular culture.