What Bras Were Popular in the 1970s? How the Decade Changed Lingerie Forever

The 1970s were a decade of transformation. Fashion became more relaxed, self-expression took centre stage and women began questioning long-held beauty standards. It was a period that celebrated individuality, freedom and comfort, and nowhere was this more evident than in lingerie.

Gone were the sharply pointed bullet bras that had defined the 1950s and early 1960s. Instead, bras evolved to create softer, more natural silhouettes that worked with the body rather than reshaping it.

The decade also saw the arrival of styles we still wear today, including the first bralettes and the world's very first sports bra. Many of the lingerie innovations introduced during the 1970s continue to influence modern bra design, making it one of the most important decades in lingerie history.

So, what bras were women wearing in the 1970s, and why did lingerie change so dramatically?

The End of the Structured Silhouette

To understand why 1970s bras looked so different, it's worth looking back at the previous decade.

Throughout the 1950s and early 1960s, structured bullet bras created the fashionable cone-shaped silhouette made famous by Hollywood stars such as Marilyn Monroe and Jane Russell. Bras were designed to shape the bust into a dramatic point that complemented fitted dresses, tailored jackets and pencil skirts.

By the late 1960s, however, fashion was changing.

Mini skirts, flowing fabrics, flared trousers and bohemian styling replaced the rigid tailoring of previous decades. Clothing became softer, looser and more natural, meaning lingerie had to evolve too.

Women no longer wanted underwear that dramatically reshaped their bodies. Instead, they looked for bras that enhanced their natural silhouette while offering greater comfort throughout the day.

A New Focus on Natural Shape

Perhaps the biggest change during the 1970s was the move towards a more natural-looking bust.

Rather than creating an exaggerated hourglass figure, bras were designed to provide gentle lift while allowing the breasts to retain their natural shape.

Many bras featured:

• Soft, unlined cups.
• Minimal padding.
• Lightweight construction.
• Gentler shaping.
• Less rigid stitching.

This softer approach reflected wider fashion trends. Designers embraced flowing maxi dresses, loose blouses and relaxed tailoring, all of which suited a less structured silhouette.

The result was lingerie that felt lighter, more comfortable and easier to wear every day.

The Women's Liberation Movement Changed Lingerie

Fashion doesn't exist in isolation, and the 1970s were shaped by significant cultural change.

The women's liberation movement challenged traditional expectations around appearance, gender roles and personal choice. Although the popular idea of widespread "bra burning" has largely become a cultural myth, the conversation around bras did change dramatically.

Many women questioned whether restrictive underwear was necessary at all.

For some, choosing to go braless became a personal statement about freedom and body confidence. For others, it simply reflected a desire to prioritise comfort over convention.

Importantly, the decade wasn't really about rejecting bras altogether. Instead, it was about giving women more choice.

Lingerie brands responded by creating softer, less restrictive styles that offered support without the rigid construction that had dominated previous decades.

The Rise of Soft-Cup Bras

Soft-cup bras became one of the defining lingerie styles of the decade.

Unlike heavily structured bras with stiff seams and dramatic shaping, soft-cup bras relied on lightweight fabrics to provide gentle support.

Many designs were completely wire-free, making them especially comfortable for everyday wear.

While they didn't create the same lifted silhouette as earlier bras, they reflected changing attitudes towards beauty. Instead of trying to change the body, these bras were designed to work with it.

This philosophy remains incredibly popular today, with many women choosing soft-cup bras for comfort while working from home, travelling or relaxing.

The Birth of the Bralette

One of the biggest lingerie success stories to emerge during the 1970s was the bralette.

Although today's bralettes have evolved considerably, their origins can be traced back to this era.

Designed without heavy padding or structured underwires, early bralettes focused on lightweight comfort and natural movement. They were often made from stretch lace, cotton or jersey fabrics that moulded gently to the body.

Their relaxed styling appealed particularly to younger women, who embraced fashion that felt less formal and more effortless.

At the time, bralettes were considered something of a fashion revolution. They proved that lingerie could still be feminine and beautiful without relying on rigid construction.

Today, bralettes remain one of the fastest-growing categories in lingerie, loved for their combination of comfort, versatility and style.

Comfort Became Fashionable

Perhaps the biggest legacy of 1970s lingerie was changing the way women thought about comfort.

Before this period, bras were often expected to shape the body into whatever silhouette happened to be fashionable.

The 1970s turned that idea on its head.

Instead of asking women to adapt to their bras, designers began creating bras that adapted to women.

That simple shift continues to influence lingerie design today, with modern brands placing equal importance on support, comfort and confidence.

The Invention of the Sports Bra

While the 1970s are often remembered for relaxed, natural lingerie, the decade also produced one of the most important innovations in bra history - the sports bra.

As more women embraced jogging, aerobics and organised sport, traditional bras simply weren't designed to cope with increased movement. They offered everyday support but often lacked the stability needed during exercise.

In 1977, Lisa Lindahl, Hinda Miller and Polly Smith created the world's first sports bra, originally called the Jogbra. Inspired by the support men received from athletic wear, the Jogbra was specifically designed to reduce breast movement during physical activity.

Although simple by today's standards, it completely transformed women's sportswear.

For the first time, women had lingerie designed specifically for exercise, allowing them to participate in sport more comfortably and confidently.

Nearly 50 years later, every modern sports bra owes something to that original design.

Lingerie Became Part of Fashion

The 1970s also marked the beginning of another trend that continues today - lingerie becoming visible as part of an outfit rather than something hidden beneath clothing.

Fashion designers experimented with sheer fabrics, lightweight blouses and slip dresses that subtly revealed the lingerie underneath.

Camisoles, lace trims and delicate bralette-inspired pieces became fashionable in their own right.

While today's "lingerie as outerwear" trend is often associated with the 1990s and 2000s, its roots can be traced back to the carefree styling of the 1970s.

This shift encouraged lingerie brands to place greater emphasis on beautiful fabrics, elegant lace and stylish detailing, knowing their designs might actually be seen.

New Fabrics Changed Everything

Advances in textile technology also helped redefine bra design during the decade.

Instead of relying on heavily structured materials, manufacturers began introducing softer, lighter fabrics that moved more naturally with the body.

Popular materials included:

• Cotton for breathable everyday comfort.
• Stretch lace that combined flexibility with femininity.
• Jersey fabrics for softness and movement.
• Early elastic blends that improved fit and comfort.

These innovations made bras easier to wear for long periods while creating the relaxed silhouette that defined the decade.

Many of the fabrics introduced during this period continue to influence modern lingerie construction today.

How the 1970s Influenced Modern Bras

Although lingerie has continued to evolve, many of today's most popular bra styles owe their success to the changes introduced during the 1970s.

Modern lingerie combines the comfort-first philosophy of the decade with significant advances in engineering and fit.

Today's shoppers can choose from:

• Soft lace bralettes.
• Supportive non-padded bras.
• Lightweight balcony bras.
• Smooth T-shirt bras.
• High-performance sports bras.
• Fashion-led matching lingerie sets.

Rather than forcing every woman into the same silhouette, today's lingerie celebrates different body shapes, lifestyles and personal preferences.

That freedom of choice is perhaps the greatest legacy of the 1970s.

Comfort and Confidence Today

At Tutti Rouge, we believe the best lingerie should feel as good as it looks.

Much like the designers who transformed lingerie during the 1970s, we focus on creating bras that work with your body rather than against it.

Our collections are designed specifically for fuller busts in DD-GG cups and UK sizes 8-26, combining supportive construction with modern styling and all-day comfort.

Whether you're choosing a beautifully supportive balcony bra, a comfortable lace bralette or a smooth everyday T-shirt bra, every style is created to help you feel confident without sacrificing comfort.

Because while fashion continues to evolve, one thing never changes - lingerie should support you, not restrict you.

The Lasting Legacy of 1970s Lingerie

The 1970s completely transformed the way women thought about bras.

It was the decade that challenged rigid beauty standards, introduced softer silhouettes and proved that comfort and style could exist together.

From the birth of the sports bra to the rise of the bralette, many of the innovations introduced during this period remain at the heart of modern lingerie design.

Today's bras may use more advanced fabrics and construction techniques, but the philosophy remains remarkably similar.

Women want lingerie that feels comfortable, fits beautifully and gives them the confidence to live their lives without constantly thinking about what they're wearing underneath.

That simple idea began more than 50 years ago, and it continues to shape the lingerie industry today.

Frequently Asked Questions

What bras were popular in the 1970s?

Soft-cup bras, wire-free bras, early bralettes and the first sports bras were among the most popular lingerie styles of the decade. They reflected the growing preference for comfort and natural shape.

Did women stop wearing bras in the 1970s?

Some women chose to go braless as part of changing fashion trends and the women's liberation movement, but most continued wearing bras. The difference was that bras became softer, lighter and far less structured than previous decades.

When was the sports bra invented?

The first sports bra, known as the Jogbra, was invented in 1977 by Lisa Lindahl, Hinda Miller and Polly Smith to provide better support during exercise.

When did bralettes become popular?

Bralettes first gained popularity during the 1970s as women embraced more natural silhouettes and comfortable, wire-free lingerie. Today, they're one of the fastest-growing categories in modern lingerie.

How did 1970s bras influence modern lingerie?

The decade introduced the idea that bras should prioritise comfort alongside support. Many of today's most popular styles, including bralettes, soft-cup bras and sports bras, can trace their origins back to the innovations of the 1970s.