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In the late 1960s, women began to rethink the wardrobe staple, as well as the expectations placed on their appearance. Bras or rather, the desire to burn them became synonymous with the feminist movement, which saw them as restrictive and uncomfortable. The rethinking of bras and women's role in society continued into the following decade, when the first sports bra was invented. In 1977, childhood friends Lisa Lindahl, Hinda Miller, and Polly Smith spliced two panties together and called it the "Jogbra."
In the 1980s, bra manufacturers began to expand the range of sizes offered; the Wacoal brand was one of the first to offer bras up to H or K. Boundaries were also pushed in fashion, as celebrities from Madonna to Grace Jones began to sport wild, bra-centric outfits on stage and elsewhere. By the 1990s, a full range of bras was available to Western women with padded bras, underwire bras, and push-up bras becoming the most widely worn styles. Provocative bras were promoted by retailers like Victoria's Secret, which introduced the first bejeweled "Fantasy Bra" in 1995 to coincide with the debut of the Victoria's Secret Fashion Show; while Calvin Klein offered a clean, minimalist style.
Suddenly, the bra went from undergarment to fashion statement, forever changing the way we think about lingerie to this day. Nowhere is this more evident than at Fredericks of Hollywood, a lingerie store opened by Frederick Mellinger in 1947. With satin and lace linings in bold colors and shapes, these items accentuated women's sensuality. Mellinger also sold the first push-up bra, which he called the "Rising Star" - a nod to the store's location on Hollywood Boulevard and the bra's ability to create a full, uplifting look.
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