“A beauty question of top priority” – Formfit bras and girdles, Ladies Home Journal, October 1954, 154.

“A beauty question of top priority” – Formfit bras and girdles, Ladies Home Journal, October 1954, 154.

Lingerie

Capitalizing on readers’ dissatisfaction with foundation garments that are not “beautifully slimming,” this advertisement promises a better-fitting garment suited to the customer’s particular body type. “Discover how easily the lovelier figure you’ve dreamed of is yours . . . and with wonderful comfort, too.” The ad features profiles of variously sized women, each with the smaller silhouette that can be expected while wearing a Life Girdle and Bra. A larger figure, who resembles the sex symbol Marilyn Monroe, adds further appeal to the product.

Holly Allen

Ladies Home Journal, October 1954