Help women look sexy
When the World War II occurred, Germany was not able to import the material that they had used to use in their industry, that’s why the inevitable industry drying up took place. Instead of industry qualified lingerie, women started knitting handmade underwear. For that purpose, they used everything that they considered to be appropriate fabrics for lingerie. Of course, the underwear wasn’t luxurious or sexy at all, however it was rather warm, what was probably the main quality.
When the war was over, undergarment set included a basic bra and suspender belts. Such a set was normal for most women, although teenagers were looking for a better style, that’s why they eventually became a target market. Those young girls wanted to grow up faster, as they though that wearing intimate apparel was the first step in becoming a real grown-up.
The lingerie industry had to listen to what the girls wanted and it started to produce the exact underwear the young girls had been waiting for. That was the time when German lingerie industry exploded.
However, in America the lingerie industry has always been making its own mark, as everybody was obsessed with creating something absolutely different and new. Actually, the sexuality was accentuated, that’s why the market was full of all kinds of novelties to help women look sexy. For instance, a popular designer Howard Hughes created a new bra which was introduced as a special wire-reinforced design for Jane Russell.
But still, the silhouette suffers as the 60s brought a wave of women’s emancipation movements. Feminists burned their bras and the support had gone away, however that movement was appreciated by many women.
This movement gave the lingerie industry a heavy hit. Many manufacturers were forced out of business. But from the other point of view, Lycra had just been invented, and women’s legs began to be decorated with tights and even in the sexy little mini-skirt which was appealing for males. Mini-skirts brought a fashion on wearing bikini briefs.
