Indestructible Breast Forms, 1939

Ad for Nu-Wa Style Assist Breast Forms, Simplicity Fashions Prevue, October 1939.

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.

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.

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.

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.)

Ad for Nu-Wa Style Assist Breast Forms, Simplicity Fashions Prevue, October 1939.

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. cover top 500Yep. Her bust does make her waist look smaller.

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5 Comments

Filed under 1930s, 1930s-1940s, Bras, Old Advertisements & Popular Culture, Underthings, Hosiery, Corsets, etc

5 responses to “Indestructible Breast Forms, 1939

  1. I always wondered how people got those pointy breasts–now I know!

  2. I’m not so sure about the buying without embarrassment part!

  3. Thank you for an interesting article. The Noowahs are not so different from the “chicken breasts” of today.

  4. Nancy N

    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.

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