If you’re obsessed with lingerie, then you definitely’ll take pleasure in this fast video of classic lingerie advertisements from Beautiful Type’s fascinating 70 12 months historical past.
Do you know that the model was helped launched in 1945 by Lilian Hunau? She later turned the corporate’s Head of Design. By 1946, her particular wiring and bust shaping patent formed Beautiful Type’s bras and clients.
That very same 12 months, Beautiful Type was one of many earliest intimates firms to promote in Ebony Journal. Just a few years later, Beautiful Type entered the packaged lingerie market. Till then, solely Playtex girdles had been packaged.
In 1964, avant-garde American designer, Rudi Gernreich, designs the “No Bra” in collaboration with Beautiful kind. “This was a radical departure from the sculpted, bullet-shaped designs of the earlier decade.” famous the corporate.
Following huge retail success, Gernreich and Beautiful Type observe up the No Bra in 1965 with the “No Aspect”, “No Entrance” and “No Again” Bras. In 1970, the “Absolutely” line was launched to the world, with the enduring tagline “When You Want A Fuller Bra… Not A Greater Bra.“
10 years later, the model unveiled a brand new brand that we nonetheless see immediately in its newest incarnation. From 1996 till 2007, the corporate went by way of a collection of acquisitions by Bestform in 1996 and VF Company in 1998.
In 2007, Fruit of the Loom acquired the model. Seven years later, as a part of a three way partnership with Fruit of the Loom, BL Intimates took over distribution. Right this moment, Beautiful Type continues its dedication to crafting intimates that assist assist girls around the globe. The model’s messaging and outreach has naturally moved in the direction of new areas like social media, blogs and on-line publications.
In a number of days, we’ll unveil a brand new Beautiful Type product evaluation. In the interim, make amends for our protection of the model with our earlier options on the Exquisite Form line up and Sleepwear collection.