Bernie Dexter in the Padded Bullet Bra by 'What Katie Did'
Although designed in 1939 -before the war broke out- ‘The Bullet Bra’ (also known as ‘The Torpedo Bra’ or ‘The Cone Bra’) only came into production in the late 40’s.
The Second World War had a major impact on clothing, in particular on the development of the Bullet Bra.
During the war military women of lower rank were fitted with uniform underwear. Advertising at the time appealed to both patriotism and the concept that bras and girdles were somehow ‘protection’.
Dress codes appeared at the time which required that female workers wear bras on the grounds of
‘good taste, anatomical support, and morale’. Military terminology was used to describe the highly
structured conically pointed Torpedo or Bullet bra, designed for ‘maximum projection’.
By then, the image of the ‘Sweater Girl’ was born, a busty and wholesome ‘girl next door’
whose tight fitting outer garments accentuated her artificially enhanced curves, created
using a secret weapon of mass destruction: the bullet bra.
Fashion’s best kept secret, the spiral stitched bullet bra helped women like Marilyn Monroe
and Jean Patchet become the ultimate style and sex symbols of their time. The bullet bra
provided full support and coverage to the breasts, as well as giving them great lift and
showing off a wonderful décolletage.
The fabulous Marilyn Monroe
In the 50s and 60s, if you wanted to have a fashionable figure you wore a bullet bra.
Maidenform’s Chansonette – the company that launched them in 1949 sold over 90
million bullet bras in the space of 30 years.
Towards the 60′s and 70′s the popularity of the bullet bra declined due to the desire of
women to have a more natural look, and soon, with the industry boom and the development
of new materials and technology, the bullet bra was replaced with under-wires and padding.
It wasn’t until the 90’s when Jean Paul Gaultier popularized the cone bra once again,
redesigning it for Madonna’s “Blond Ambition” tour. Worn as outerwear, Maddona’s
bullet bra was a complete fashion sensation.
Madonna in Jean Paul Gaultier
Ever since, the bullet bra has continued to reappear on the catwalk, with labels like Marc Jacbs,
Givenchy and ultimately La Perla -designed by Jean Paul Gaultier bringing back the vintage
glamour of fashion’s favourite weapon.
London based vintage inspired lingerie label ‘What Katie Did’ makes a fantastic version of the bullet
bra, which is a favourite among stylists and celebrities for its ultra comfortable and uber glamorous
fit and style.
The Padded Bullet Bra by 'What Katie Did'
“It can take a seamstress up to two years to perfect the spiral stitching technique, which needs
a good eye and a steady hand. – Says Katie Halford, the designer behind What Katie Did. Our
extremely high quality bra is almost indistinguishable from the glamorous satin bras of the
1950s. Only the slightest tweaks were made to the pattern, to cater for modern comfort levels
and cup sizes setting it apart from its vintage counterparts. The WKD bullet bra is a soft cup
bra, which means that unlike modern push-up versions, which force your breasts upwards
and inwards to your chest, they instead gently fill out the cone-shaped cups to make the
coveted pointy shape.”
No wonder that the most stylish models, showgirls and celebrities, ie: Claudia Schiffer,
Claudia Schiffer in 'What Katie Did' Bullet bra.
Victoria Beckham,
Victoria Beckham in 'What Katie Did' for Harpers Bazaar magazine.
Jessie J,
Jessie J in 'What Katie Did' Bullet Bra.
Gemma Arterton,
Gemma Arterton in 'What Katie Did' Bullet bra for Vogue Italia December 2010
and Rihanna are fans of the brand.
Rihanna in 'What Katie Did' for GQ magazine.
The best news? That the WKD bullet bra retails for only £35.00 (GBP)
I know!! At that price, even I am in for a bit of femme fatale WW2 vintage memorabilia!
Here is the fabulous Gemma Arterton wearing the WKD bullet bra in white for Vogue Italia.
Click here to watch the video.
xoxo
Nonita
No Comments