This reconsidering of the bra—and women’s roles in society—continued into the next decade, when the first sports bra was born. In 1977, childhood friends Lisa Lindahl, Hinda Miller, and Polly Smith put two jock straps together and dubbed it the “Jogbra.”
Madonna’s Blonde Ambition Tour, 1990Gie Knaeps/Getty Images
Bras of the 1980s and 1990s: Fashion and fantasy
In the 1980s, bra-makers began to increase the range of sizes offered; the brand Wacoal was one of the first brands to offer cups up to size H or K. The boundaries were pushed in fashion as well, as celebrities from Madonna to Grace Jones began bearing wild, bra-centric looks onstage and elsewhere.
By the 1990s, all manner of bras were available to women of the western world—with padded bras, underwires, and push-up bras becoming the most-worn styles. Sex bomb styles were promoted by retailers like Victoria’s Secret, who launched its first jewel-encrusted “Fantasy Bra” in 1995 to coincide with the debut of the Victoria’s Secret Fashion Show; while Calvin Klein offered a clean, minimalist take.
As the body positivity movement rose in the 2000s, followed by the athlesiure movement of the 2010s, more brands began to offer bras with more comfortable construction in a wider range of sizing and styles. Bralettes and other styles that eschewed wires became popular, and many women began to swap cupped styles for sports bras—or even decided to skip wearing a bra altogether.
The 2000s to today: The modern bra
Today, there’s a bra to complement every outfit—from plunging necklines to backless dresses—and every body, as more emphasis is placed on inclusivity. Thanks to brands like Nubian Skin, Savage x Fenty, ThirdLove, and Skims, the term “nude” no longer solely refers to the color beige when it comes to lingerie; while brands like Elomi, Freya, and Pepper cater to busts of all sizes; and many retailers even offer virtual fittings. And, as consumers seek sustainable lingerie options, brands like Araks, Everlane, and Girlfriend Collective have emerged in the field.
