How the bra was invented | Moments of Vision 1 - Jessica Oreck

722,992 views ・ 2016-07-12

TED-Ed


Please double-click on the English subtitles below to play the video.

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In a Moment of Vision...
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It's the 1920s.
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Flapper fashion prevails.
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Woman conceal their figures in straight-sided gowns
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and restrictive bandeaus.
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A dressmaker named Ida Rosenthal is frustrated by the way
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falsely flat chests look beneath her structured dresses
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so she, her husband William, and business partner Enid Bissett
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develop a line of intimate apparel that accentuates the curves.
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The design consists of two cups,
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shoulder straps,
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and a chest band that clasps in back.
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At first, the bras are included with the sale of a dress,
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but the popularity of the undergarment soon outstrips that of the garment itself.
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The three establish a business selling exclusively bras
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and call it Maidenform.
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William, in a moment of vision,
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invents a graduated, standardized cup-sizing system
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that accommodates women of all ages and all shapes.
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During the female liberation bra-burning era of the 1960s,
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Ida Rosenthal is asked to comment on the downfall of the brassiere industry.
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She answers simply,
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"After age 35, a woman hasn't got the figure to wear no support.
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Time is on my side."
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