The Rise and Fall of Wonderbra: From Iconic Lingerie to Liquidation
Inside the rise & fall of the Wonderbra as owner goes bust after 90s big boobs look is replaced by ‘ballerina’ trend

Image: The Sun
The Wonderbra, once a cultural icon in the 1990s, has seen its owner, Gossard, enter liquidation due to rising costs and competition. The shift in beauty standards towards smaller, natural looks has diminished the demand for push-up bras, leading to the brand's decline.
- 01Gossard, the owner of Wonderbra, has collapsed into liquidation, owing £2.8 million to suppliers and HMRC.
- 02Wonderbra sales peaked in the 1990s, growing from £5 million to £21 million between 1991 and 1993.
- 03The beauty trend has shifted from large breasts to smaller, natural-looking breasts, termed 'Ballerina Boobs'.
- 04The rise of the body positivity movement has increased the popularity of comfortable bralettes over push-up bras.
- 05Wonderbra's trademark was first coined in 1935, and the push-up design was unveiled in the 1960s, becoming a staple in women's lingerie.
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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.
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The liquidation of Gossard may affect suppliers and retailers relying on the brand's products.
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