Re­turn of Marilyn’s 50s look is a great boost for the econ­omy

Weekend Argus (Saturday Edition) - - WORLD -

LON­DON: Re­ces­sion watch­ers say all the point­ers are there for a re­cov­ery.

So, it seems, do lin­gerie en­thu­si­asts. Sales of pointy bras – the 1950s look em­bod­ied by Marilyn Mon­roe and Jane Rus­sell – are ap­par­ently on the up.

And the re­newed fash­ion em­pha­sis on a wom­anly shape is re­garded as a sign that the worst may be over in the econ­omy. That at least, is ac­cord­ing to John Lewis, which has seen a re­mark­able surge in sales of pointy bra styles.

The depart­ment store said sales of its con­i­cal best-seller, the Fan­tasie Belle, were up by 10 per­cent last week on the pre­vi­ous week.

There has been a boost for other con­i­cal bras as well. The Tri­umph Doreen White is sell­ing 33 per­cent more com­pared with the same time last year. And sales of the Tri­umph Doreen Pow­der are up a con­sid­er­able 7 per­cent on a year ago. “Through­out the past cen­tury the trend for fem­i­nine, pointy-shaped bras ex­pe­ri­enced a re­nais­sance af­ter times of a tough­ened econ­omy,” a John Lewis spokesman said.

“This marked a re­turn of un­abashed fem­i­nin­ity as women sought to have more fun with fash­ion as a form of es­capism.” Back in the early 1940s, it was bil­lion­aire film pro­ducer Howard Hughes who, re­ly­ing on his air­craft construction back­ground, de­signed the pointed bra that made so much of Jane Rus­sell’s fig­ure in the film The Out­law. Al­though the film was made in 1941, it was not put on gen­eral release un­til 1946 – when Rus­sell’s ex­traor­di­nary shape set a trend that would be fol­lowed well into the 1950s.

Marilyn Mon­roe made it her own and it was re­vived most notably by Madonna in the 1980s.

He­len Spencer, John Lewis’s head buyer of lin­gerie, said the pointy shape was def­i­nitely back.

“We are sell­ing more con­i­cal bras this year than last as our cus­tomers take in­flu­ence from de­sign­ers such as Louise Goldin, Jean Paul Gaultier and Dolce & Gab­bana who have re­dis­cov­ered the bra as out­er­wear,” she said.

“Sales have shown that women are no longer hid­ing their breasts un­der min­imiser bras, but em­brac­ing their as­sets and us­ing them to their ad­van­tage.

“Con­i­cal bras have 48 tech­no­log­i­cal com­po­nents to help cre­ate that 1950s sil­hou­ette. Get the Jane Rus­sell look with a light­weight cash­mere jumper teamed with a pen­cil skirt and killer heels.”

Eleri Lynn, the cu­ra­tor of fash­ion at the V&A Mu­seum and au­thor of Fash­ion in De­tail: Un­der­wear, said: “Pointed bras first stepped into the spot­light in the 1950s af­ter the aus­ter­ity of World War II.

“Sev­eral decades later, style pi­o­neer Madonna brought the look back into fash­ion in the form of the cone-shaped bra de­signed by Jean Paul Gaultier, and in­spired by 1950s un­der­wear.

“It was worn dur­ing her Blonde Am­bi­tion tour, af­ter the Wall Street Crash of 1987 and the re­sult­ing re­ces­sion of the late 1980s.”

Fash­ion stylist Crys­tal McClory said: “The world’s top de­sign­ers are mov­ing away from re­ces­sion-in­spired ‘less is more’ and of­fer­ing more play­ful col­lec­tions as the econ­omy be­gins to re­cover.” – Daily Mail

TREND: Pointy bras are a girl’s best friend as Marilyn Mon­roe demon­strated, and mod­ern women are em­brac­ing them, too.

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