Every day in our studio, our mission remains the same: to craft the best-fitting bra for the modern woman. But to move forward, we must first understand where we’ve been.
For centuries, women have sought both support and freedom in what they wear. The bra, a seemingly simple garment, has a rich and fascinating history—one that reflects the evolving roles, needs, and aspirations of women throughout time.
It all began in ancient civilizations, where early forms of breast support took shape. Greek women wrapped themselves in linen, while Roman women wore bandeau-like garments for both function and style. In ancient China, women wore the dudou—a silk or cotton undergarment tied around the neck and waist, offering both modesty and gentle support. Meanwhile, in ancient India, the Stana Pata (or Stenapana) provided coverage and support, often made of soft fabrics and adorned with intricate embroidery.
Fast forward to the 16th century, and women found themselves tightly bound in corsets designed to sculpt rather than support. While often seen as elegant, these rigid structures were highly restrictive—far from the comfort we seek today. Early corsets were reinforced with whale bones, which led to the term “boning” still used in shaping garments today. Over time, metal and, later, plastic replaced the boning, but the purpose remained the same: to cinch the waist and exaggerate an hourglass figure. The popular S-curve silhouette, as seen in historical imagery, pushed the chest forward while arching the back, defining an era of structured femininity.
The early 20th century marked a turning point. Women, seeking liberation from the corset, embraced softer, more functional designs—giving rise to the modern bra. World War II further shaped undergarment history as women joined the workforce in record numbers and were issued standard military bras. The post-war era, however, brought a shift toward fashion-driven undergarments—cone-shaped bras and padded styles designed to emphasize narrow waists and lifted busts.
Today, the bra is more than just an undergarment—it’s a statement of comfort, self-expression, and individuality. From wireless bralettes to high-performance sports bras, continuous innovation ensures that every woman finds her perfect fit.
At &HER, we honor this history by designing bras made from non-toxic, natural fibers—crafted to move with you, shaped to your curves, and built for your comfort. Because a truly great-fitting bra isn’t just about support; it’s about feeling empowered in your own skin.
Here’s to the next chapter of comfort and confidence. Experience our newest shade: EMPOWERING PINK.
Let us craft a bra for your curves, Explore EMPOWERING PINK Bralettes.
