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20s
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Many women are still wearing the same old corsets. In order
to perfectly fit the anatomy of the customers, Carl Doelker
measured and tailored each article to fit. But the revolution
in underwear design had already begun, and NATURANA attentively
took note and acted. The bra is a perfect example of this.
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female body frees itself from the 15th century straitjacket
it was squeezed into, and this classic corset, which was sometimes
painfully tightly tied, slowly fads away. The corset became
looser and developed into two, on top the bra, and below, the
high-cut knickers. An additional cinch was also worn, which
slimmed the waist. Even though the body was able to relax and
become more fluid, corresponding to the "Roaring Twenties,"
the concern to have a shapely figure still remained. Growing
since 1922, Carl Dölker's first brand names appeared and
bore witness to the move towards a natural silhouette. The products
were called Natura and Naturalis... |
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30s
| NATURANA emerges
as the successor of the preceding label names
in 1932. Just one year earlier the sons of the
founder, Carl and Gerhard, joined their father
in what was still the family business. This business,
which can be seen on the previous photos, employed
over 600 in Gomaringen, Germany. For the elegant
woman, the company developed more mature and extravagant
models, bras with cups lined with tulle with circular
overstitching for example. |
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The
practical side, however, was not ignored. The success
of the business was built on the concept of comfort
at an attractive price. An example is the sports
girdle, which was introduced in the thirties. Today
is still remains a very good seller. |
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