1970's Lingerie Trends

Lingerie History in 1970's

• During the 1970s, Jane Russell was widely recognized as the spokesperson for Playtex "Cross Your Heart Bra" and "18-Hors Bra".
• On 15th November 1974, Roxy Music's "Country Life" was released. Album cover featured two scantily-clad models, Constanze Karoli (sister of Can's Michael Karoli) and Eveline Grunwald (who was also Michael Karoli's girlfriend). Eveline wore sheer bra like Rudy Gernreich's "No Bra". (1974 AW)
• In 1975, the European Common Market handed down a new regulation that changed the standard method of determining bra size from using a bust measurement as the number-half of a size (e.g. the 34 in a 34C), to the underbust measurement now equaling the bra size's number. The change did not come without criticism. (1975 SS)
• Legs & Co. were created in 1976 for the BBC's weekly Top of the Pops programme. They danced sometimes in lingeries on TV. (1976 SS)
• Playtex, first to show a woman wearing only a bra from the waist-up in a commercial in 1977. (1977)
• In 1977, Lisa Lindahl, Polly Smith and Hinda Mille invented the first sports bra in the costume shop of Royall Tyler Theatre at the University of Vermont, named “Jogbra.” (1977)
• "Cherry Bomb" of the Runaways peaked at number 6 on the Billboard Bubbling Under Hot 100 chart. Cherie Currie wore corset on stage. In the 2020 film "the Runaways", Dakota Fanning played the role of Currie. (1977)
• In 1977 Marks and Spencer launch their triangle Scanlace bra and within eighteen months sales exceeded over one million. (1977)
• Victoria's Secret was founded by Roy Raymond, and his wife, Gaye Raymond, on June 12, 1977. Inspired by a husband who felt uncomfortable shopping for lingerie in a department store with his wife. (1977 SS)
• Victoria's Secret grossed $500,000 in its first year of business (1977 AW)
• The first ever 99p bra was launched at M&S in 1978. (1978)

Martha Smith

Martha Smith

Martha Smith

Mary Louise Weller

Sarah Holcomb

Sarah Holcomb

Sarah Holcomb

Mako Urashima (浦島マコ)

Mako Urashima (浦島マコ)

Mako Urashima (浦島マコ)

Mako Urashima (浦島マコ)

Mako Urashima (浦島マコ)