Ad for Nu-Wa Style Assist Breast Forms, Simplicity Fashions Prevue store flyer, October 1939.
Well, doesn’t she look perky! In spite of some problems in the printing process, this young lady is smiling ear to ear because of her Indestructible Nu-Wa Style Assist Breast Forms. I suppose that should be pronounced “New-Way,” but it says “Nu Wah” to me.
Cover, Simplicity Fashions Prevue from S.S. Kresge Co., Oct 1939.
The flyer came from S. S. Kresge (a chain store similar to Woolworth’s), so in addition to the latest Simplicity patterns, it contains ads for other products you could buy at Kresge’s, which included: shoe dyes, curlers, chewing gum, deodorants, compacts, sanitary napkins, back to school supplies, buttons, and Nu-Wa falsies, or bust improvers.
Nu Wa Style Assist: A “Nature-Soft” and Shaped Breast Form Aid. Oct. 1939.
“Indispensable in the fitting of This Season’s Stylish Gowns, which are designed for full, natural bust. NU-WA MAKES THE WAIST SEEM SMALLER. Wear NU-WA in the Specially Designed Pocket Bando, which holds each one securely, immovably in place — UNDETECTED.
Back in the 1920s, a “bandeau” was usually worn to suppress the breasts:
Bandeaux. Picture from Everyday Fashions of the Twenties.
But this “Bando” is more like a modern brassiere, with “pockets” to hold the “indestructible forms” in place. (“Crushed?” Indestructible?” This girl led an exciting life.)
The “pocket bando.”
“Nu-Wa is ventilated, comfortable, washable; adopted by you, it becomes YOUR FIGURE. When crushed down, always resumes right shape and size . . . .”
“NO. 31 STYLE ASSSIST FORMS 25 cents A PAIR;
“NO. 32 POCKET BANDO TO FIT SAME 25 cents EACH.
“SIZES TO FIT 32 – 34- 36 NORMAL FIGURES.
“You can buy without embarrassment at Bando and Brassiere Counter.”
Of course it’s not embarrasing to buy a “Style Assist” so your clothes will fit better. And waists were definitely supposed to be small in 1939; just look at that red suit on the cover of the Simplicity flyer. 
Yep. Her bust does make her waist look smaller.
witness2fashion 
I always wondered how people got those pointy breasts–now I know!
I’m not so sure about the buying without embarrassment part!
Thank you for an interesting article. The Noowahs are not so different from the “chicken breasts” of today.
I had something like Nu Wahs in the front of my 1960s navy tank bathing suit. They definitely helped the figure, but were very embarrassing when I got up to greet my sophomore crush after lying on them, only to discover I had two inverted cones under the bathing suit.
You’re not alone. I remember bathing suits with built-in foam rubber bras; if you lay on your back when wet, the cones would indent like extinct volcano craters.
Pingback: More “WTFashion?” Ads from Delineator: Bust Confiners (1900s) to Brassieres (1920s) | witness2fashion