Tag Archive: Wonderbra


Happy HEALTHY Cleavage Day!

Ummm, there you have it everyone, Wonderbra cleavage! Now you can own the world!

Ummm, there you have it everyone, Wonderbra cleavage! Now you can own the world!

Hi Swimwear and Lingerie lovers!

Happy Friday everyone :) It’s a super happy day, because it isn’t just Friday, it’s National Cleavage Day!!

Seriously! I couldn’t make this up if I tried.

Cross my heart I won't tell a lie!

Cross my heart I won't tell a lie!

Well, yah, I totally could, I do have an iota of imagination, but all the same, I swear this is legit!

Sheesh, people can be sooo literal some times...

Sheesh, people can be sooo literal some times...

Direct from our friends over at Wikipedia, here’s the official explanation: According to Samantha Paterson, the brand manager for Wonderbra, the National Cleavage Day is started according to a design to solemnise women’s independence and power in all facets of life, from their careers to their relationships to their own destiny.
{really? Solemnise? I’m thinking not really true considering the rest of their speal}

Wonderbra: Cleavage and Heteronormative mass marketing= apparent success!

Wonderbra: Cleavage and Heteronormative mass marketing= apparent success!

Anita Meiring, public relations consultant for Wonderbra, explained the event. “It is a day for women to realise that their cleavage is something unique and that they should be proud of it.”

I'm really not digging the message behind this campaign

I'm really not digging the message behind this campaign

Paterson explained “It gives women a chance to be beautiful and glow in the furtive, yet appreciative, glances their cleavage evokes from men”.

{WOW, this isn’t a hetero-normative statement at all!!!! Sheesh people, crawl out of the ’50′s and realize that positioning everything from a hetero point of view is completely outdated and damaging! Did I mention creepy? I really want to emphasize the creepy factor here!}

Sooooo creepy no matter how they phrase it.

Sooooo creepy no matter how they phrase it.

She also explained “It gives men a legitimate reason to stare at boobs.”

{I don’t even know what to say about this… I just… yup, no words… well, none that I can comfortably share on a public blog anyway…}

Newton was wrong... get it?

Newton was wrong... get it?

Paterson said that the day is intended to be lighthearted amusement;

Bait and switch in action...

Bait and switch in action...

However, she claimed that the gross revenue will be donated to the Sunflower Fund, a non-governmental and non-profit organisation based in Cape Town with a stated aim to help South African citizens diagnosed with leukaemia and other life-threatening blood diseases. In the wake of the celebration in 2007, Paterson said “We will be donating money for every bra that gets sold in March. We will donate money to the Sunflower fund.

Booby bag... ick, I keep thinking of Buffalo Bill from Silence of the Lambs and how he would accessorize his skin suit... shudder!

Booby bag... ick, I keep thinking of Buffalo Bill from Silence of the Lambs and how he would accessorize his skin suit... shudder!

{Okay, it’s great that there is a philanthropic part to all of this, but why just one day a year? Why not a significant donation of year round profits to really make a statement on the issue?}

Who the heck are they advertising to?

Who the heck are they advertising to?

We are having big parties, we have special National Cleavage Day cocktails that have been created and for every cocktail bought R2 will be donated to the sunflower fund.”

Apparently they aren't the only ones to make the profitable connection between boobies and booze!

Apparently they aren't the only ones to make the profitable connection between boobies and booze!

So, we can all thank Wonderbra and Cosmopolitan Magazine for this little holiday.

...picture me slow clapping while shaking my head.

...picture me slow clapping while shaking my head.

You may be wondering why I popped the word “healthy” into my title.

I could have played it safe and just gone along with all the fun hype, streamers and confetti and laughed along with the crowd, but truly I think there is some serious work that needs to be done around the term cleavage.

Ha, get it... the font is representative of cleavage! I rather like this one actually.

Ha, get it... the font is representative of cleavage! I rather like this one actually.

Cleavage brings to mind {“huge tracks of land” hee hee, that’s a Monty Python reference from The Holy Grail!} women with breasts hiked up and smooshed together in bras that are generally several sizes too small.

But, that isn’t really how cleavage should be defined. According to the dictionary:

cleav·age/ˈklēvij/Noun: 1.A sharp division; a split.
2.The hollow between a woman’s breasts when supported, esp. as exposed by a low-cut garment.
Synonyms: split – fission – cleft – splitting

nothing lecherous about this at all... nope

nothing lecherous about this at all... nope

So it really isn’t about creating lasting tissue damage through ill fitting support garments, it refers specifically to the separation of the breasts when properly supported.

You will now believe our marketing hype... you will now believe our marketing hype..

You will now believe our marketing hype... you will now believe our marketing hype..

It’s rather funny that the modern interpretation is more about removing any hollow area and squishing them together isn’t it?

sigh…

Cheers,

Maggie

Treats for Tuesday my dear Swimwear and Lingerie Buddies!

For today’s Totally Retro Tuesday, I thought it might be fun to go back in time… literally, waaay back in time. That’s right we’re going to experience a totally retro bra ad courtesy of the wonderful people at WonderBra. How far back in lingerie history are we going?

I’m so glad you asked, let me give you a few little hints…

1.

Hands-down the coolest van EVER

Hands-down the coolest van EVER

2.

This movie was considered SCARY

This movie was considered SCARY

3.

She was super terrified, but not of the other chick... norm freaked her out

She was super terrified, but not of the other chick... norm freaked her out

And last hint lucky number

4.

This guy was super hot (and still is if you listen to the conspiracy folk!)

This guy was super hot (and still is if you listen to the conspiracy folk!)

Well? Did you figure it out? I’ll bet ya did… subtlety has never really been my thing!

Alrightey, settle in and prepare to go back in time to an era that even Michael J. Fox wouldn’t have wanted to stay in… the 60′s {insert creepy, yet happy go lucky music here}

You’ve come a long way baby… interesting that the bra was on an inanimate object and not the models swanning all over the place…

Well, what did you think of the retro lingerie? Kinda industrial looking wasn’t it? But not too too bad right?

Any one else think that song is quite possibly the most awesome thing EVER? Seriously, we could rock out to that, just throw some gold-digger, Kanye West-style, pimped-out beat in there and those falsetto french guys will have the crowd pounding it out harder than if we threw Boney M and the BeeGees in a blender!

Cheers,

Maggie

PS. On a side note… I find that mannequin incredibly creepy… I don’t know if it’s the eyes, hair, unrealistic hands, overly realistic boobs or the bizarro way the photographer interacts with it but ugh….{shudder}

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