18 - Sunday, June 19, 1994 - North Shore News PRESET af UCP EEL IR TS ifting exp erlence New Gossard bra hugs the road, performs remarkably well on the curves WHAT INSIDERS have labelled the Bra Wars is shaping up to be possibly the most uplifting news for women who put shapely lin- gerie front and centre in their wardrobes. Layne Christensen STYLE NOTES The ballyhoo started in March when Gossard launched its new Super-Uplift bras in New York. Gossard had held the license to produce the WonderBru in the U.K. for 25 years at its factory in England. Last year, the Sara Lee Corp. took back its manufacturing and distribution license and gave it to its subsidiary, Playtex. Gossard reacted by coming out with its own version of the WonderBra, the Super-Uplift bra. And in a market-. ing coup, Gossard beat out Playtex and the American launch of Wonderbra in May by a full two months, capturing most of the press coverage and buying momentum. North of the border, the media hype has been just as strong. While the WonderBra has been available in Canada since the bra- burning ’60s, the Lamborghini of lingeric, Gossard’s “ultimate cleav- age” bra, hit the streets of Vancouver just this spring. Understandably, the News’ fashion desk was itching to take it for a test drive. Borrowing one of the new mod- els from a local dealership, Lonsdale Quay’s Fatal Attractions, we took Gossard’s Super-Uplift bra for a spin. The judgment? To borrow from the News’ esteerned automotive columnist.the “ride and handling have been much improved, the (new model) seems considerably less nose-heavy, more stable on the curves and more comfortable” than its competitors. With 46 components, the Gossard bra is a monumental feat of structural engineering that would have impressed even See our many styles of table and floor lamps as well. OOOO VOOVOQOOCOOOOOOOOOOOOOOOOOO?N 000000000 NEWS photo Nell Lucente . LEFT TO right: storeowner Betty Knox and staff members Rhonda and Megan of Fatal Attractions dream of their fantasy cleavage as they try the new Gossard “ultimate cleavage” bra on fer size. Howard Hughes, whose 1950s can- tilevered contraption was rumored to have been cast aside by Jane Russell without the dilettante movie producer’s knowledge. While the eccentric billionaire Jauded the merits of his invention, poor Jane secretly complained of ill-fit and discomfort. Not so with the Super-Uplift, which hugs the road and performs remarkably well on the curves. Its exterior features trim, clean styling while the interior amenities include removable bust-boosting pads. The body structure is solid and rattle-free, while suspension is firm without being rigid. Manufacturer's shades include black, white, pearl, navy and rasp- berry. Price as tested: $50. Judging from customer response, this may just be the most popular plunge bra to take to the roads. “Sales have been phenomenal and nothing is even close to this in terms of the marketplace.” enthuses Pat Page. Gossard’s sales rep for Western Canada. The North Shore resident intro- duced the bra to Vancouver retail- ers in mid-February, The Super- Uplift is available on the North Shore at the Petticoat Box in Park Manufacturers of the largest selection of lampshades in 8.C and also specialize in custom hand-sewn silk shades and expert recovering. 3995 5 OA K Ol’. 733- Royal, Lanita’s in Caulfeild and Fatal Attractions in the Quay. Ruby's and Romantique are also expected to carry the bra by month’s end. Page figures the success of the bra is due to its remarkable con- struction. “The bra is designed to push you up and give you cleavage,” she explains. The cups are vertically angled to push the breasts together and up. underwires are extra-firm and shoulder straps are rigid “so you stay in place. ... Sounds awful but the effect is great,” Page laughs. Betty Knox of Fatal Attractions san attest to that. “We have had some great reac- tions,” says Knox, who in just four weeks has sold over [50 Gossard plunge bras, and has a back-order for 75 more. Knox tells the story of one yuung customer who stipped the bra on under a T-shirt. Seeking feedback from her boyfriend, she called him over. When she walked towards him, he exclaimed “Holy hooters, Bauman.” More typical reaction ringes from “Oh my God.” to "Yes!,” she added. A 10-year veteran of the retail industry, Knox insists she’s never GOOOO Neo OOOO COQDDOOMOOOOOOO00OD) The Victoria Lampshade Shop Wholesale, Retail and Custam Mfg. OOOO DO O000000 OOOO 4900 D OOO 0°06. 0.0.0.0. 00.6 OO 60060 O COCO HEELS OOOO SOU OSE OO OE COCO OS, seen anything like it. “As fas: as | get them, we're selling them — and not just the 32As.” Cup sizes go to 38C in the plunge style and 36D in a scoopneck version, not carried in all stores because of its $70 price tag. It goes without saying that the bust-booster can only boost what bust you already have, but if super- . waif Kate Moss can achieve cleav- age, as reported in the January Vanity Fair, then there’s certainly hope for the rest of us. And with all the media hype over the Gossard bra, surely there’s more than a few women out there who view this latest quest tor cleavage as an affront to feminism. If there are, Knox hasn’t heard from them. “I haven‘t had a single phone call” in objection to the bra, she insists, “People are just taking it as fun.” And so is Kaox,. “tU's been the most fun [ve had in years. We hear lots of laughs and giggles coming from the Come and nicet Jewelry Deseener Richard Schelh Richard dewuns tor celebrities, You must we his wedding collection, his Latest vitstal collecon and don't nies bis ast elaborate peat collection yer. Abouncet. bishion Model, Watdrobe and Reauts consalcant Dale Louis Let Duis help sea sath sour wardre be, 2 Came and tweet all oft on Saturday, Jane 25th tem EPM net DM E 926. 4782 | changeroom.” As sales of the Gossard bra shift into overdrive, how could anyone, retailer or satisfied customer, not be having fun? Graduated 1968 from the International Fabricare Institute in Silverspring, Maryland. Q: How can I keep my Wedding dress looking new? * Bridat gowns are a big investrnent. Selected and cared for properly, your gown can be used by several generations. Wedding gouns are often decorated with beads, lace, «nd other trim. This may cause problems during cleaning. Many trims are. ued rather than sewn to the surface ct the abnic. Sometimes the trim will start to curl and pull away at the edges during wear. Many adhesives are extremely soluble in drycleaning solvent and drycleaning will cause a complete loss and rentoval of trim After The Wedding The gown should be cleaned within a few days or weeks after the wedding Unattended spilled champagne or punch can teave invisi- ble stains that darken in time The longer the stains or soils are left in the gown, the greater the probabilty of their becoming permanently mt The drycleanor offers careful cleaning of wed- ding gowns, hut it takes cooperation between the customer and the cleaner. You should point out any spille of stains end these should be carefully noted by the counter attendant. Ask us about our special preservation and packaging wivice br the very best care. 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