This color advertisement for Modart corsets caught my eye. I think it’s aimed at women with a “mature” figure, because the corsets have lace-up features, and appear to be boned.
At the bottom of the ad, five other Modart styles were shown.By 1925, many younger women were wearing less restrictive, un-boned foundation garments called corsolettes or corselets. (There were many spelling variants.) By 1928, Bandeaux and other bust-flattening garments were also on their way out. You can see two bras with bust darts worn with waist-high Modart girdles in this ad. By 1929, the new brassieres gave a more natural look. Some women wore no bra at all; others were adopting so-called “uplift” styles which had breast separation and a “pocket” for each breast.
But most women still needed an undergarment to suppress their curves and give the fashionable, flat-in-back, narrow silhouette.
Three of these patterns were available in bust measure 44 inches, which meant a hip of 47 1/2 inches.
“Thousands of women now wear with ease the difficult, simple lines of modern fashion … by wearing Modart foundations. Over the rightly proportioned, supported figure, all types of frocks have a new smartness, a new confidence in fashion.”
The horizontal hip line of 1920’s dresses was likely to make a woman’s body look wider, in spite of the ideal of a slender, youthful silhouette. In fact, some of these French designer fashions for Spring, 1928, are really the opposite of slenderizing.
I have written many posts about women’s undergarments in the nineteen twenties. I linked to some of them in this post, but, if you’re a new subscriber with an interest in the nineteen twenties, you may want to check these titles:
Not All Flappers Wanted to be Flat in the 1920s
How to Look Thinner in the 1920s, Part 1 (Advice from an article dated 1925)
Underpinning the 1920s: Brassieres, Bandeaux, and Bust Flatteners
Underpinning the Twenties: Corsets and Corselets
Uplift Changes Brassieres, Part 1
Uplift Changes Brassieres, Part 2
Changing the Foundations of Fashion: 1929 to 1934
If you want to see some lovely full color illustrations of dresses from 1928, click here. If you just love twenties fashions in general, searching this blog for 1928 will turn up many Butterick pattern illustrations from that year.