Gossard

It’s no surprise that the makes of the Wonderbra are a British owned company. Bought from its US parent in the 1930s the Gossard story has always been one of creativity, innovation and pioneering experimentation.

They were the first to introduce lightweight girdles and take another innovative step by introducing Silkskin – a lightweight, pre-shrunk girdle featuring an innovative wonder fibre, Nylon from DuPont. Five years later the Perma-lift range of bras and girdles launches, featuring the 'Magic Insert', a cleverly shaped support within each bra cup to give permanent uplift made its appearance.

The company was so successful that it became part of the Courtaulds Textiles Group.

The infusion of fresh cash fired up its creativity and launched G-Strings by Gossard, a collection of decorative G strings that sold out as soon as they hit the shops, beautiful lingerie designed to be seen, they broke the mould by crossing the line from underwear to outerwear accessory. Women started thinking what colour G-String they’d like to have peeking above their jeans’ or skirts’ waistline.

Further launches this year included the new designer collection created by British women’s wear designer Elspeth Gibson.

In 2005 January saw the launch of the innovative SuperSmooth collection, with revolutionary no stitching and no seam technology to provide invisible support and a comfortable second skin. Moulded cups give an enhanced silhouette with an ultra-modern and undoubtedly feminine style.

Gossard SuperSmooth proves to be the new ‘must-have’ underwear for every woman.

With such successes under its belt Gossard has not stood still. The DB Apparel label was created in February 2006 form the acquisition of Sara Lee Branded Apparel Europe by Sun Capital Partners.

As the new Autumn collection revealed this year Vintage is back! Innovation and technical design combine with the styling inspiration of yesteryear to recreate the strapless bra. The NEW Gossard Vintage range delivers timeless, beautiful corsetry redesigned for women today - true feminine luxury, inside and out.

The Gossard designers are now experimenting with new materials. Underwear that can monitor your body’s temperature, for example, materials that have a memory and so never lose their shape and undergarments that can take different colours depending on the amount of moisture in the air.

As we head deeper into the 21st century it’s hard to imagine just where lingerie will go. Already a lot of it has become outerwear, styles colours and quality now rival anything our outer garments can offer and prices are getting more and more competitive each year.

In the hi-tech age there is talk about our underwear doubling up as computer enhancements, harbouring memory chips and circuitry and becoming part of a wearable computer that allows us not just to work on the move but also interact with those around us in a seamless, digital way! The way the future will shape up is always uncertain. What is certain is that whatever new style or territory is broached next, Gossard will be one of the pioneers, continuing to deliver affordable, beautifully styled underwear solutions for women.