This post was reblogged from the October 22, 2010, edition of On This Day In Fashion.
They called him an “enemy of the church,” a menace and, my personal favorite, “the Bolivar of the Bosom,” a reference to the 19th-century general who helped lead Spain to independence. But Los Angeles–based designer Rudi Gernreich didn’t have a fixation on breasts, as many critics angrily contended. Nope, Gernreich was quite happily gay, for one thing, and his appreciation for nudity transcended gender and singular body parts. He insisted his interest was not in exploiting women’s bodies, but in freeing them from binding, structured garments. He aimed to create clothing that followed the tides of fashion, though most of his designs—the topless bathing suit, the thong, the see-through blouse and psychedelic color combinations—were more innovative than consequential. Which is how on this day in 1964, Gernreich came to launch the No-Bra Bra, a featherweight pairing of two bias-cut triangles of sheer nylon net molded with only a single small dart. The elasticized shoulder straps, wrote fashion doyenne Eugenia Sheppard, “are as narrow as strings…and invisible as nothing.”
Light and invisible as it may have been, from Gernreich’s perspective, the bra wasn’t small enough. “I kept trying to make it briefer,” he said, “but there’s still too much going on.”
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