Word: bras
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Barely perceptibly, women's under wear began a year ago to melt into skin air. Girdles crept up the leg, and bras got briefer. The body stocking came along, and the traditional white and pink colors were superseded by a flesh color that matched the owner's own. Short of eliminating itself entirely, the industry seemed to have nowhere left...
...group of feline fräuleins are selling lots of clothing by wearing practically none. The models are part of a $6,000,000-a-year advertising campaign that has helped make Munich's Triumph International the largest manufacturer of foundation garments in Europe. Half of all the bras and girdles sold in West Germany are made by Triumph in its 65 domestic plants, and the company satisfies a growing export market from 15 factories abroad. It plans to invade the U.S. next January. Volume has nearly quadrupled since 1958, and last week, in its semiannual report, the company...
...Bones About It. Behind this Triumph is Executive Director Herbert Braun, 55, a shy and ascetic "Herr Doktor" (economics and social sciences), who seized the hardly new idea that bras and girdles should be attractive as well as functional. Braun hired Designer Heinrich Ernst Hoelscher in 1955 to re-engineer the company's products along lines that had already been adopted in the U.S. The men could do little to change the clumsy German name for the bra-Büstenhalter-but they did alter the garment itself. Out came deeply plunging bras made of stretchable synthetics with less...
Lots of Class. Lately, the firm has branched into sportswear as well as lingerie, but bras and girdles are still the foundation of its business. In keeping with the shape and mood of the times, Triumph calls its sportswear by such names as "Caprice" and "Swing-times," and its lingerie "Jolly," "Amourette" and "Poesie." Braun applauds Rudi Gernreich as a pacemaker, but has yet to try the topless approach...
...actor weighed in at 198 Ibs. Tsk! The Communists plainly don't think that Bondism is flabby. In East Germany, two party newspapers ran bombastic reviews of his "capitalistic, reactionary" adventures, concluded that the dashing Briton's addiction to "opening safes and bras" epitomizes Western decadence. They sound jealous...