Our History

Wonderbra, the most glamorous brand's adventure began on the other side of the world. In 1935 it was launched in the United States to live the American dream.

Since the 1990s, it has been catapulted into the European spotlight. With its incredibly convincing assets, the brand always manages to capture your attention with advertising campaigns whose sexy and slightly cheeky tone reveal iconic lingerie and legendary muses.

It is constantly expanding and increasing its expertise, offering not just a simple push-up bra but a range of varied shapes and cleavage effects, in the latest styles, which adapt to your lifestyle.

An innovation leader, Wonderbra continues to develop solutions for a ravishing cleavage whatever the event.

Wonderbra supports you from morning to night, enhances your cleavage and reveals your figure.

2016

History Wonderbra 2016 - Illustration 1
Brand repositioning to its core DNA
aiming to rebalance collections and
bring back FEMINITY AND
ELEGANCE
to functional image.
History Wonderbra 2016 - Illustration 2
Launch of the NEW & IMPROVERD
WONDERBRA ULTIMATE
STRAPLESS.
Patented silicone
dots technology guarantee ultimate
comfort and support.
History Wonderbra 2016 - Illustration 3
Relaunch of E-COMMERCE WEBSITES Uk and France.
History Wonderbra 2016 - Illustration 4
Launch of the T-SHIRT BRA WIRELESS
PUSH-UP
. Bra without any wires, provides an
amazing push-up effect with no compromise on
perfect support and fit besides maximal comfort.

2015

History Wonderbra 2015 - Solveig MORK HANSEN
Solveig MORK HANSEN succeeds Adriana as Brand muse during three seasons.

2014

History Wonderbra 2014 - 20TH ANNIVERSARY CAMPAIGN
BRAND'S 20TH ANNIVERSARY CAMPAIGN.

2013

History Wonderbra 2013 - WONDERBRA NATURAL LIFT
LAUNCH OF THE WONDERBRA NATURAL LIFT !
Discover the ultra-fine magical curve effect of Wonderbra. For a fabulous cleavage without padding ! Provides lift, alignment and shape !

2012

History Wonderbra 2012 - Launch of E-commerce website in UK
Launch of E-commerce website in UK. Introduction of Wonderbra Ultimate Plunge with dedicated 360° campaign. New campaign called "WONDERBRA DECODER" incorporating a mobile scanner application, that reveals the lingerie behind brand testimonial.

2011

History Wonderbra 2011 - ADRIANA CERNANOVA
Wonderbra relaunches the muse's
success story by choosing the
stunning ADRIANA CERNANOVA
from an international casting call.

2010

History Wonderbra 2010 - WONDERBRA FULL EFFECT
INTRODUCTION OF FULL EFFECT
a 2 sizes cup bra, staying light, thanks to innovative gel + air padding, with dedicated 360° campaign.

2009

History Wonderbra 2009 - SABRIANE BRANDAO
History Wonderbra 2009 - DITA VON TEESE
Collaboration with Dita Von Teese, 2 capsule
collaborations named "PARTY EDITION BY DITA
VON TEESE"


SABRIANE BRANDAO is chosen as new brand
testimonial.

INTRODUCTION OF ULTIMATE STRAPLESS,
a revolutionary strapless bra. Patented hand
shaped technology ensures maximum cleavage
and support and a no slip effect. Ultimate
Strapless rapidly becomes Wonderbra best-seller.

2008

History Wonderbra 2008 - LAUNCH OF 1ST E-COMMERCE WEBSITE IN FRANCE
Launch of 1st e-commerce website in France.

2005

History Wonderbra 2005 - EXPERIENCE WONDER YOU
New advertising campaign called "EXPERIENCE WONDER YOU" presenting the 4 effects : Plunging, uplift, Rounded, Cleavage.

2002

History Wonderbra 2005 - INNA ZOBOVA
INNA ZOBOVA takes over from Adriana Karembeu and becomes the brand's new icon.

1998

History Wonderbra 1998 - ADRIANA KAREMBEU
History Wonderbra 1988 - ADRIANA KAREMBEU
ADRIANA KAREMBEU succeeds Eva as
brand muse in campaigns that continue to
convey the brand's unique humour.

1994

Gossard license expired and Sara Lee decided not to renew it.

Famous advertising campaign "Hello Boys" presenting Model
EVA HERZIGOVA. This poster was voted in at number 10 in a
"Poster of the Century" contest.

Introduction of Wonderbra in the US, promoting the authenticity
of the "ONE & ONLY WONDERBRA". Following the 1994
relaunch, the US Wonderbra has expanded from the single
push-up bra design to a droader lingerie line.

Mid70s

History Wonderbra MID 1970 - HELLO BOYS
Sales of the Plunge Push-up took off in the UK.
The Push-up Wonderbra became sensation.

1970

Wonderbra was repositioned as the
company's fashionable and
sexy brand, and became the Canadian market leader.

1968

Canadian Lady changed its name to
CANADIAN LADY-CANADELLE Inc., was
sold to Consolidated Foods (now Sara Lee
Corporation), and later became Canadelle Inc.

1964

Canadian Lady licensed these models,
among others, to Gossard in Europe.

Mid60s

History Wonderbra MID 1960 - CANADIAN LADY
Canadian Lady was exporting and licensing the Wonderbra line to
Western Europe, Australia, South Africa, Israel and the West Indies.

1960

Launch of WONDER BRA MODEL
1300 Plunge Push-up bra. It became
one of the best-selling Canadian styles.

1952

History Wonderbra 1952 - CANADIAN LADY
Canadian Lady launched Petal Burst adapted to a
new fashion trend towards a pointed bust.

1939

History Wonderbra 1939 - CANADIAN LADY CORSET COMPANY
Creation of a CANADIAN LADY CORSET
COMPANY
founded by Moe Nadler and licensed
the Wonder-Bra trademark.