History of Brassieres - Future of Bras

Future of Bras

In 1964, Danish Fashion historian Rudolf Kristian Albert Broby-Johansen wrote that that the topless look, which liberated breasts from bras, should be treated seriously. He asserted that it was a way for a new generation of women to express themselves. In 1969, he wrote an article titled "Obituary for the Bra" in which he predicted the imminent demise of bras.

Brassieres are worn by the great majority of women in Western society. Estimates about what proportion of Western women wear bras varies, but most surveys report from 75% to 95%. About 90% of Australian women wear a bra as of 2006. There are now an unprecedented array of styles and models, including full-coverage bras, balconette cup bras that expose the aerolas and nipples, and sports bras that can sometimes be worn as outerwear. Women, health professionals, feminists and fashion writers appear to be increasingly questioning its place and function, and asking whether it will go the way of pantyhose, garter belts and stockings.

It is now commonplace to see models and other celebrities who do not wear bras in public, including Britney Spears, Claire Danes, Lindsay Lohan, and Nadine Coyle Many outergarments like sundresses, tank tops, and formal evening wear are designed to be worn without bras. Fashion writers continue to suggest alternatives to bras or ways of dressing without bras, emphasising that wearing a bra is a matter of choice and not a requirement. Given the discomfort women experience with ill-fitting bras, an increasing number of women, once they are home, are switching to undershirts, jogbras, or nothing at all. Unhappy bra owners have donated thousands of bras to the Braball Sculpture, a collection of 18,085 bras. The organizer, Emily Duffy, wears a 42B and switched to stretch undershirts with built-in bras because standard bras cut her midsection.