Word: formfit
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Your Oct. 11 fashion story is a gem of obfuscated hindsight. Formfit and Emilio Pucci fired the first unembarrassed shot in the war against the monobuttock with the introduction of the natural-back "Viva" panty girdle in 1957. We have not done any "feeling," crawling or walking toward "falsiefication" since that time...
JOHN W. KUNSTADTER President Formfit Co. Chicago...
...stretched or were tight over was not the real personality of the wearer. The final nudge is the new fashions. "Last year's girdle won't properly fill out this year's dress," says Executive Vice President Walter A. Schieman of Peter Pan Foundations Inc. And Formfit is feeling its way toward a new kind of falsiefication which it calls "cosmetic corsetry." "Women are tired of the flat paper-doll look," says a Formfit spokesman. "The new figure is going to be much more alive and much more three-dimensional going away...
Starting out as just one of the South's many shoemakers, Genesco has grown pell-mell since 1938 by buying up 46 companies. Today it operates 80 factories in 17 states, manufactures 51 brands of shoes from Flagg Bros, to Mannequin, makes Griffon men's clothes and Formfit girdles, and sells its wares through 1,500 Genesco-owned retail stores, including the Bonwit Teller chain. From its sprawling empire, Genesco last year drew profits of $8,900,000 on sales of $443 million...
...sells almost no bras to women in Washington, D.C., and Baltimore that do not have extra cushioning. Charmfit finds sales of padded bras up 20% over last year's. One Los Angeles store reports that six out of every ten bras it sells are padded. In Chicago, Formfit Foundations President Sigmund Kunstadter says "the flat-chested look has made only small inroads," and a spokesman for Atlanta's Rich's Department Store claims that "the flat look in the South is definitely...