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)

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)

Darunia (ダルニア)

Darunia (ダルニア)

Darunia (ダルニア)

Darunia (ダルニア)

Darunia (ダルニア)

Yoko Kiku (菊容子)

Yoko Kiku (菊容子)