Perma-Lift 'Hickory' Brassiere Advert

Perma-Lift 'Hickory' Brassiere Advert, 1942, USA. The Underpinnings Museum

Date:  March 15th 1942

Origin: United States

Brand: Perma-Lift


Many corset firms brought out their own brassiere lines in the 1930s. This was when Chicago’s A. Stein & Company launched Perma-Lift, which was a popular brand in the United States until the 1950s. This advert from 1942 emphasises the ‘gentle support’ provided by Perma-Lift brassieres, using words like ‘soft’ and ‘cushion’ to describe the bra itself, alongside the aspirational words ‘youthful’ and ‘firm’ to describe the shape a woman could hope to achieve through wearing one.


From the collection of The Underpinnings Museum