Every day we are very happy when you choose sustainable underwear from Coco Malou. But do you actually know what had to happen that you can consciously choose your (wireless, lace) bra today?

Sustainable lace underwear Coco Malou Fair produced

An insight into the history of the bra

Let's start at the very beginning: ancient women covered their chests for sporting events with long linen bandages wrapped around their chests. Women wanted to be mistaken for male athletes. As the story progressed, it was less about the veil and more about the sometimes very exaggerated depiction of the proportions of the female body. Not only did hoop skirts become modern, which made the hips appear significantly wider, but also corsets, which tightly cinched the waist and at the same time emphasized the breasts in a voluminous and opulent manner. Many women laced their corsets so tight that they fainted. Injuries to internal organs or miscarriages were common, and women and doctors began to rebel against the garment. Nevertheless, the corset stayed in women's wardrobes well into the 20th century.

The modern bra

The bra as we know it today was invented in several places around the world between 1850 and 1914. For example, by the New Yorker Mary Phelps Jacob, who connected two handkerchiefs with thin, pink straps. However, the bra only celebrated real success with the First World War and the associated shortage of materials. Here women were asked to switch from the corsage to the less material-intensive bra. The brassiere of that time was no longer a show, but actually liberated women.

In the course of the 1930s, today's peculiarities became established, for example the cup sizes arranged by letters. In addition, underwire and padding have been added to the cups in order to pack the breasts as unobtrusively as possible under clothing. It so happened that the bra became a symbol of patriarchal oppression. In 1969, feminists in Chicago even publicly burned their bras. The cups changed over time from pointed to increasingly rounded shapes and reached their peak with the Wonderbra in the mid-1990s. When it comes to colors and materials, there are actually no longer any limits to the imagination.

Of course we think the most beautiful bra is one that doesn't harm the environment and is manufactured under fair working conditions. Ideally, it offers you good support, is comfortable and emphasizes the natural beauty of the breast. Because it doesn't matter whether you wear a bra or not - we think: All boobs are great boobs! ♡



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