Appreciating vintage takes a good amount of research. Getting familiar with production methods, technological milestones and design advances gives us a better understanding of the pieces and where they come from. Every once in a while during our investigations we come across a vintage advertisement for a particular item we actually have in stock. It's always interesting to see the styles in their original context and the captions are often hilarious.

Recently we found these two ads for bras currently in stock. The first is a Hollywood Maxwell V-ETTE Whirlpool bullet bra, and the advertisement dates to 1941. Gorgeous Beryl Wallace, a Broadway dancer and actress made famous by Earl Carroll's Hollywood Theatre, and a headliner for Earl Carroll's Vanities, demonstrates the bras fantastic design, and really who could disagree with that beautiful face and bodacious figure?

The ad describes how the ingenious "whirlpool stitching moulds the bust into youthfully accented curves with well defined separation." It also suggests readers write for "a free booklet with Earl Carroll's measurements for the ideal figure." Carroll was famous for his particular selection of beauties, subjecting candidates to over 20 bodily measurements before consideration.

Note that "Personality" was also a requirement!

At one point we had two of these special new old stock vintage artifacts but some insightful buyer recently snatched one of them up leaving us with just the pink lace version. The classic method of circle stitching  evidenced in this whirlpool bra creates the torpedo shape epitomized in the 40s and 50s, and the carefull design and placement of the straps allowed for maximum lift without the use of stretch fabrics. For more photos and a detailed desctiption check out the Hollywood Maxwell Whirlpool Bras as listed on our website.

The second advertisement came out some 30 years after the V-ette Whirlpool. Unlike the rigid lace of the V-Ette Hollywood Maxwell, the Warner's was constructed almost entirely out of stretch fabrics.

Appropriately named the "Stretchbra" this innovative 1963 Warner's design introduced the idea of using mostly elastic materials in bra construction and more particularly, the advance of elastic straps. Not only did stretch fabrics give the wearer more flexibility and distributed weight more efficiently, the elastic straps of this model could be moved along the shoulder, according to the neckline of the outer garment, without slipping off. This style was such an innovation that several other manufacturers of the day copied the idea, launching an industry wide migration making the elastic strap a standard construction element, and widely popular with the modern woman.

Visit us in store to take a look and try on the Warner's Stretchbra, we have one in black, size 34B.

Certain items are fundamental to a womans wardrobe. The Little Black Dress, a well shaped stiletto, the classic handbag, red lipstick... these are the basics you know you can count on to look fabulous. They are standards that suit you in almost any mood. The new Julia styles in black satin fall right into this category.

The well designed underwire bustier is a stylish basic, it is sexy and practical, supportive and flattering. Princess seams and light weight boning create trim lines defining your torso beautifully while the soft satin micro fiber looks elegant and stretches for a comfortable fit. Ruffle details along the padded bra and rounded bottom hem provide romantic frill. However, the true beauty of this bustier is its versatility. Detach the garters and pair it with the matching bikini bottoms to wear under a blouse to work as you would a body suit, then in the evening slip them in, swap the briefs for the thong and voila youve got a smoking hot boudoir ensemble.

The Julia bra is equally as versatile. Bump up padding creates eye popping cleavage while the smooth cup and minimal ruffle make the style a great everyday basic. The classic black will easily replace your current favorite and the bright coral adds a splash of summer color to any season.

Take a look at the listings online for more complete descriptions.

Many readers are probably familiar with the famous swimwear brand Jantzen. What might be news to you is their lesser known background in foundation garments and bras, this being their 100 year anniversary it seems like a perfect time for a brief history lesson.

Originally called the Portland Knitting Company, this Oregon based institution got its start knitting wool sweaters in 1910. The destiny of the company was defined in 1913 when members of the local Portland Rowing Team came to founders Carl Jantzen and brothers Roy and John Zehntbauer with a request for rowing trunks and bathing suits. Made on the machines used for fashioning sweater cuffs but constructed with lighter weight yarn, these prototypes had good stretch and were especially warm as a result of the ribbed knit virgin wool. In 1918, after word of the Jantzen bathing suit had spread, the company officially changed its name to Jantzen Knitting Mills and began manufacturing suits for men and women complete with matching stockings and bathing caps.

Just after WWI the company first introduced its red Diving Girl logo which quickly became a internationally recognized symbol. Sports endorsements of celebrity swimmers Johnny Weismuller and Duke Kahanamoku in the 1924 Hawaii Olympic games further promoted the growing company and created a new term in apparel. No longer called the bathing suit, the "swimming suit" reflected a more active and youthful lifestyle. By the 30s Jantzen had a variety of models and colors available for the consumer and the company began to focus on flattering suits that appealed to the fashionable female including the "Shouldaire," a style that could be folded down for strapless sun bathing. New technologies like Lastex, a rubberized yarn, as well as new synthetic fibers allowed for advancements in fit and construction.

Like other clothing manufactures, the implications of WWII drastically affected the company. Along with the production of military supplies such as parachutes, swim trunks and sleeping bags, Jantzen also branched out into the realm of feminine foundation wear including girdles and bras. The postwar introduction of the bikini in 1946 in France forever revamped traditional swimwear standards and by the 50s the brand was producing a vast array of swim suits and casual wear. Bright colors and tropical prints were all the rage as commercial airlines began offering flights to exotic locations. New technolgies and the availabiltiy of previously limited materials opened the doors for undergarment innovation. It was during this time that they produced the Curveallure bra. Combing advances from their swimsuit design Janzten offered a cutting edge bra constructed with thick foam pads that gave serious push up. I mention this particular style because we happen to have one in stock, be sure to look at its listing on the web catalog for more complete details.

The Beach Boys and Tiki Room phase of the 60s had people across the nation hula hooping and California dreaming so naturally swim and playsuits once again became important elements of fashion. The 70s ushered in more exotic trends and bold designs heavily influenced by the cultural liberations of the time. The introduction of stretch fabrics like spandex and nylon allowed for distinctly modern designs and prompted Jantzen to turn away from foundation construction and to focus once again primarily on swim and active wear. Jantzen continues to produce styles that are fashionably and creatively innovative and this year celebrates its 100th birthday.