Abdominal control

A Berlei glass slide advertisement for the Wrap-on 650 foundation garment showing a model wearing it. The text says: 'For heavy figures requiring abdominal control'.
Title:
Abdominal control
NFSA ID:
759911
Year:
1930
Category:
Access fees

Berlei have always catered for different shapes and sizes of women. This glass slide was part of the training program for Berlei fitters and illustrates the 'Berlei Wrap-on 650 for heavy figures requiring abdominal control'. The numbers were important so that fitters knew which corset women of different figure types needed. The numbering also adds an air of scientific authority to the lingerie business.

The practise of using real women as models grounded the Berlei brand and gained them a strong fan base with everyday women wanting to look their best. Women could identify with these 'average' women and their 'figure flaws'.