WonderBra, a Canadian-founded brand that has revolutionized the lingerie industry and empowered countless women to feel unstoppable since its inception in 1939. From the game-changing push-up bra to today’s cutting-edge designs, the brand has consistently led the market with products that combine fashion, function, and comfort. Their story is not just about bras; it’s about empowering women to feel confident and wonderful in their own skin.
1939: It all started with a Montreal dreamer
Moses “Moe” Nadler
Moses “Moe” Nadler founded the Canadian Lady Corset Company in the heart of Montreal in 1939. The company soon to be known as WonderBra, revolutionized the lingerie industry by focusing on crafting well-fitting, high-quality bras at a moderate price point.
1940’s – 1960’s: Revolutionizing comfort and style
In the 1960s, as feminism and social changes swept across the landscape, WonderBra no longer designed lingerie as just a garment, but a reflection of evolving societal values. In 1960, WonerBra introduced a lacy, push-up bra described on Europe as pigeonnant (meaning “piegeon-breasted” in French). This was followed by the creation of the deeply plunging, laced push-up design , style 1300, known as the “Dream Lift”. Introduced in 1963, it marked the world’s first push-up bra.
1968-1970’s: Bold moves, iconic jingles
1968 marked the launch of WonderBra’s first TV commercial, featuring the catchy jingle “We care about the shape you’re in, wonderful, wonderful, WonderBra”
1980’s-1990’s: Innovations, recognition and milestones
On May9, 1994, Wonderbra launched in the U.S. with a groundbreaking marketing blitz. Supermodel Eva Herzigova appeared on a massive billboard in New York City’s Times Square, catapulting WonderBra to iconic status. The campaign garnered widespread attention and accolades, including Fortunes Product of the Year.
2000’s-2020’s: Into the new Millennium
The commitment to community engagement seamlessly guided WonderBra into the 21st century. As the brand entered this new era, it continued its tradition of reinforcing community ties, such as its pivotal partnership with the Canadian Breast Cancer Foundation in 2000.
In 2009, WonderBra unveiled the No Poke Wire™ collection, a revolutionary leap in comfort and style. Featuring the brand’s innovative No Poke Side Stay™ technology, the collection offered an unparalleled experience, with flexible tips that move with the wearer to prevent poke-through and dig-in, making it a favourite among customers.
In 2020, as the landscape of workwear shifted toward more unstructured and informal styles due to the global pandemic, WonderBra responded to the evolving needs of women by launching the wireless New Wave collection. This collection was meticulously designed to provide ideal seamless comfort for the changing times.
The year 2021 marked another significant stride with the introduction of EcoPure, a collection emphasizing WonderBra’s commitment to sustainability. Crafted from recycled materials, EcoPure bras embody the brand’s dedication to environmental responsibility, reflecting not just a commitment to style and comfort but also to a greener, more sustainable future.
WonderBra’s Black Friday In July
WonderBra Lightweight Cooling Wireless Bra, $57
WonderBra Floral Lace Unlined Underwire Bra, $57
WonderBra New Wave Seamless Wireless Bra, $57
WonderBra EcoPure No Poke Side-Stay Wireless Bra, $56
(Archive images: Courteous of WonderBra Archives)
