Happy 100th Birthday to the Bra!

The bra turns the grand old age of 100 today. Ok we´re not sure how anyone can know the exact date the bra came into existence but must have been around this date...

You've probably read the many horror stories surrounding the history of the bra and lingerie in general - when corsets were so tight women regularly fainted, failed to keep their food down, and even suffered the occasional pieced liver, courtesy of their own ribs. While it hasn't always been fun, the changing silhouette has continually been tightly driven by fashion trends.

The word "bra" was originally derived from the French word for upper arm - "brassiere". The term was first used by American Vogue magazine in 1907 and since then the bra has undergone many redevelopments and redesigns.

Nowadays options for the bra are now far and wide reaching - from sports, to padded, to convertible and so on. So, have things stood still or will they only get more interesting? Where will the bra be in years to come?

Australian lingerie designer Shiori Pike believes that vintage will be key, "1950's glamour pin up girls, silk lots of lace trims, a more European influence..." Meanwhile, Kay Cohen of Pleasure State focused on the fact that lingerie trends "will demand more and more of technical improvements which will bring benefits to fit and comfort." Cohen also believes that lingerie is "experiencing its greatest moments of creativity. At long last lingerie is a very key player in the fashion industry" and in the future we can expect to find "exciting innerwear styling making its appearance as outerwear."

Even the bra´s supposed to help women and make their lives more comfortable, Lycra have revealed the results of a new survey which found that a third of women feel under-supported by their bra and that a further quarter claim that they still haven't found the perfect size. Proving that while at 100 the bra still has a way to go before it can successfully meet the needs of different body shapes. Find sexy bra´s in our amojoo - mall...