1939
The Canadian Lady Corset Company, founded in Montreal by Moses Nadler, begins manufacturing and marketing bras with the WonderBra label.
About Us
Our story
1940’s
The WonderBra brand launches the Winkie, the first strapless bra, and develops the diagonal shoulder strap, taking comfort to a new level.
1950′s
The WonderBra brand introduces two collections tailored to the rising popularity of the pointed bust:
Mischief, with four-section cups and our original two-needle circular design, and Petal Burst with its famous decorative slash.
1963
The WonderBra brand revolutionizes the world of intimate apparel with the introduction of Canada’s first push-up bra, Dream Lift (style 1300).
1968
The WonderBra brand airs its first TV commercial, featuring the popular jingle “We care about the shape you’re in, wonderful, wonderful, WonderBra.” The bra is shown on a mannequin.
1972
The WonderBra brand takes a bold step by introducing North America to the first TV commercials featuring a woman wearing a bra. Previously, undergarments were shown only on mannequins or busts forms.
1972
The WonderBra brand invents new techniques to make seamless bras offering superior quality and fit. The brand soon takes the lead and emerges as a trend-setter in the industry.
1973
The WonderBra brand introduces a front hook version of the famous push-up bra, style 1300.
1974
Dici by WonderBra is introduced to meet the needs of young women looking for “less bra.” The Dici or Nothing TV commercial features this first seamless moulded garment.
1982
The WonderBra brand launches style 2620, which becomes an instant success and remains a top seller to this day.
1989
The WonderBra brand launches a line of full-figured products in Canada under the name Just My Size, and soon carves out a unique niche in this market.
1994
The U.S. ‘Hello Boys’ ads, featuring supermodel Eva Herzigova’s provocative billboard for the WonderBra brand, is declared the most eye-catching advertisement in decades, sparking a sensation when it is blamed for causing traffic accidents due to driver distraction. In a poll by the Outdoor Media Centre, the ad came first in a public vote for the favourite iconic advertising image.
1994
The Council of Fashion Designers of America (CFDA) honours the WonderBra brand “for creating a phenomenon never before experienced in the industry.”
Ethel Klein, president of EDK Associates, a marketing firm specializing in women’s fashion, says that “WonderBra has become sort of like Kleenex, in that it’s the product name that defines the category. It’s the brand name associated with the product.”
The WonderBra brand is named one of Fortune’s products of the year and is recognized by several other magazines, including Advertising Age and U.S. News and World Report.
1996
The WonderBra brand’s Dream Lift (style 1300), the first push-up bra, makes it into the Guinness Book of World Records, having sold more than 1.6 million units worldwide.
2000
The WonderBra brand shows a strong commitment to the community by proudly partnering with the Canadian Breast Cancer Foundation to support research and treatment and to celebrate 12 years of championing the cause.
2000’s
Christina Aguilera is quoted as saying: “I think everybody should have a great WonderBra. There’s so many ways to enhance them, everybody does it.”
2007
In a CBC Television internet poll, the WonderBra brand ranks fifth out of the top 50 Greatest Canadian Inventions.
2009
The WonderBra brand launches the popular No Poke WireTM collection, with the innovative spring-tipped wire that prevents poking and dig-in.
2014
The WonderBra brand turns 75!
We plan to celebrate the best of our heritage.
The WonderBra brand continues to delight Canadian women with an exquisite anniversary collection available soon at retailers nationwide.
Stay tuned, because you’re invited to the celebration!