The Wonderbra, a once-celebrated lingerie item, has witnessed a dramatic decline, culminating in the liquidation of its owner, Gossard, which now owes £2.8 million to suppliers and HMRC. The brand, which became a sensation in the 1990s thanks to its transformative push-up design and provocative advertising, saw sales soar from £5 million to £21 million between 1991 and 1993. However, changing beauty standards have shifted consumer preferences towards smaller, more natural breast aesthetics, often referred to as 'Ballerina Boobs'. This trend has diminished the demand for push-up bras, leading women to favor comfort-focused bralettes instead. The body positivity movement has further influenced this shift, promoting a more inclusive approach to body shapes and sizes. As a result, the iconic Wonderbra, which once represented empowerment and allure, now reflects the changing tides of fashion and consumer desires, leaving its future uncertain.