'Cross Your Heart' Lace Bra By Playtex

'Cross Your Heart' Lace Bra By Playtex, 1978, United Kingdom. The Underpinnings Museum. Photography by Tigz Rice.

Date: c.1978

Origin: United Kingdom

Fabric: Nylon, elastane

Brand: Playtex


Playtex’s ‘Cross Your Heart’ bra is arguably one of the most iconic bra styles of the 20th century; having first been introduced to market in 1954, it is still produced by the brand today. The style was famously launched in the USA with the slogan ‘Lifts And Separates’, and in 1955 the brand was one of the first to mention lingerie in a TV advertisement.

The style has horizontally seamed cups, which are separated with crossover elastic that follows the curve over and under the bust. Despite its lack of underwires, the cut of this bra still offers significant lift whilst retaining a greater level of comfort, presumably why this style has remained so popular for so many decades.

This example of the ‘Cross Your Heart’ style dates from c. 1978 and was produced in the UK. The packaging references the Lycra brand name of the elastane fibre, which was marketed as a superior form of elasticated fabrics.  Originally founded in the US, the brand’s overwhelming success has seen its products produced and sold worldwide.


From the collection of Karolina Laskowska

Museum number: KL-2018-057


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