Brassiere as the French named it or bra as the Americans crisped it, has completed 100 intimate years. The first bra emerged in the year 1907, shaping women’s social history all along till 2007. From the corset era, Chanel-inspired boyish chests to the tool of seduction with the emergence of the buxom woman like Marilyn Monroe—the bra has undergone several transformations. Now in the centennial year, the bra is perceived as a sexy yet health-oriented piece of garment, closest to a woman’s heart.
Investing carefully
Gone are the days when women bought innerwear discreetly at a nearby saree-fall shop. Today the new Indian woman is confident in her skin and the market is providing her with dedicated environment to cater to her lingerie needs. Women invest as much money (even more!) on their lingerie as on their clothes.
Many international lingerie brands have forayed into our market. Straps (by Oswal Retail) is the latest to join the bandwagon. Located on Commercial Street, the store houses about 7,000 pieces in various styles from over 10 brands! Apart from the all-women staff, it has fully-equipped trial rooms that stock a tips book, bra measuring tapes, deo sprays, soft tissues, etc.
Four Fs
Managing Director Adish Oswal, says, “India has not even seen the tip of the iceberg. Ninety per cent of the Indian women don’t know their bra size nor do they know what a cup means. Straps is a one-stop shop for lingerie, nightwear, swimwear and maternity wear. We house Italian brands like Rene Rofe, Isis, Cotton Club and Parah. The number of working women in Bangalore has doubled in the last five years and so has the awareness.”
Popular trends
What are the popular trends in the centennial year? “Trend towards experimentation is high. Colours like pink are very popular. People are also matching their clothes and innerwear. Padded bras, push-up styles, thongs and G-strings are popular,” says Adish, adding that the Rs 2,000 crore international lingerie market will escalate to Rs 3,500 crore by the year 2010.
Lingerie has been redefined as the four Fs—fashion, function, fun and fantasy. There is a divided opinion here. While some believe that lingerie has emerged from its functional purview to being fashionable, there is another section which is thrilled to know that studies are being conducted to construct the right bra.
Studies aplenty
Fashion choreographer Sheetal Sharma says, “Studies are being conducted on women’s anatomy, fabrics and colours to construct lingerie today. Even in my grooming classes, I tell students that if your lingerie is right, your outerwear will be right too.
“Bangalore has very few stores that are worth the effort and money. I’d advise people to stock up during their visits to stores abroad.”
Strappy issue
Showing off your bra strap may be considered a faux pas by some and fashionable by others, since straps have undergone a transformation.
Diamante, noodle style, colourful, transparent—match the straps to your outfit.
Sheetal quips, “Straps are not ugly anymore. They have become part of the exterior. Moreover, the new construction of the bra today allows one to wear plunging necklines or backless dresses.”
Agrees couturier Neetu Gupta, “Funky straps have become a big business now. I even have wooden straps. Lingerie is the only thing in the world where money does not count. It’s the first piece of garment you wear after your bath. A big multi-brand lingerie store is what Bangalore needs.”
Spending money
Women in the City have no qualms spending a bomb on innerwear.
Dissatisfied with the construction and styles available in lingerie in India, couturier Deepika Govind is all set to release her own lingerie collection by the end of this year. She explains, “I am designing this collection in collaboration with Lycra and Sensitive.
“It’s very expensive to manufacture lingerie but I believe that every designer must create lingerie collections for the benefit of womanhood.”
Brickbats or bouquets — the brassiere has had its ups and downs but on it’s hundredth birthday, it celebrates every facet of womanhood. 

*After purchase, always wash the lingerie before using it.
*All bras should be hand washed.
*Use mild detergent and lukewarm water to wash
lingerie. 
*Never dry in strong sun. 
 *It’s ok to wear a bra twice before you wash it but never wear the same bra two days in a row. 
*Visit a speciality shop to be professionally measured at least once a year. Wearing the wrong size not only can make you look heavier but makes your clothes not look as crisp. You can also face serious health risks like breast cancer. 
*Ensure the underband is firm yet comfortable. The back of the bra should not ride up.
*The underwires should not rub or dig into the chest.
*The cups should not wrinkle nor make excess breast tissue pop.