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The s woman was thin, but had curvaceous hips and breasts that were pointy and shapely. In the s the female silhouette was liberated along with social mores.
The look was adolescent breasts, slim hips and extreme thinness. André Courrèges was the first to make a fashion statement out of the youth culture when his collection presented androgynous figures and the image of a modern woman comfortable with her own body. As the 20th century progressed, underwear became smaller and more form fitting.
In the s, lingerie manufacturers such as Frederick's of Hollywood begin to glamorise lingerie. The lingerie industry expanded in the 21st century with designs that doubled as outerwear. The French refer to this as 'dessous-dessus,' meaning something akin to innerwear as outerwear.
The lingerie market at the turn of the 21st century was driven by the advent of modern technologies and fabrics that help in designing innovative products such as laser-cut seamless bras and moulded T-shirt bras. Designers are putting greater emphasis on rich-looking fabrics, laces , embroideries and brighter colours.
Since the mids, women have had more choice in bra sizes; the focus has changed from choosing bras in an average size to wearing bras that actually fit perfectly. In the UK, for instance, the media are fuelling an awareness campaign about the need for each woman to have a proper bra fitting before every purchase.
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