THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Thursday, September 22, 1994 TAG: 9409220054
SECTION: DAILY BREAK PAGE: E1 EDITION: FINAL
SOURCE: BY JUNE ARNEY, STAFF WRITER
LENGTH: Medium: 85 lines
NOW FOR SOME uplifting news.
The gravity-defying Wonderbra is coming to Hampton Roads.
For anyone who hasn't heard, the Wonderbra is the latest cleavage-creating craze to hit the country. It boasts 54 separate pieces of fabric designed to take what nature gave you, rearrange it and offer it up in a more pleasing way. Even supermodel Kate Moss - waif that she is - has been quoted as saying, ``I swear, even I get cleavage with them.''
You might think that we would have gotten past such issues - this is the '90s after all. Guess again.
The Wonderbra seems to be the unmentionable that everyone's talking about. What's the allure you might ask.
A team of intrepid reporters set out on a field trip to size up the situation. They told newsroom bystanders they'd fill them in later.
Once comfortably settled into fitting rooms, complete with mirrors to gauge the metamorphosis, the reporters had a variety of responses. From one of the rooms came a muffled cry: ``I can't breathe. It's hot.'' And from another: ``My self-confidence. . . . I am truly transformed!''
The product's tag predicts just such a transformation: ``You'll feel self-confident, in control, sexy and beautiful. It works wonders.''
Janet R. Headrick, group advertising coordinator for Leggett's was listening in, trying to get a feel for the reaction: ``I hear you all tittering back there,'' she said. ``Oops, no pun intended.''
Wonderbra originally was created in 1964 by Louise Poirier, a designer for a Canadian company, which later became part of Sara Lee Intimates. Yes, that's the cheesecake folks.
When the bras first landed in New York City in May, they sold at a rate of one every 15 seconds.
They have debuted at selected stores in major cities, arriving by armored car, by limo and by helicopter. There's always an air of intrigue and secrecy. And by the time the bras go on sale, the crowds are frenzied.
It has become the No. 1 selling bra in the United Kingdom - with sales at the rate of 20,000 bras per week. No knock-offs will do.
``I think women want cleavage,'' said Jill Golden, a spokesman for the product at Sara Lee Intimates and Accessories. ``I think that's the bottom line. For some women, this is the bra they've been waiting for all their lives, so they're going to wear it everyday.''
Although the original market was young, small-chested women, Wonderbra is sold in sizes 32 to 38 and in A, B and C cups. It soon will be available in a D cup.
But the Wonderbra may not be for everyone. For those women who already have a little bounce in their step, the difference may be imperceptible.
Headrick is excited and amused by the new product's arrival in Hampton Roads.
``It's like top secret,'' she said. ``They're not supposed to be in anyone's hands until Friday. It's just a bra for heaven's sake.''
The Wonderbra, which markets for $26, will go on sale at the Leggett stores in Patrick Henry Mall in Newport News and Lynnhaven Mall in Virginia Beach at 10 a.m. Friday when doors open, and both stores are bracing for the crowds with big smiles and extra staff.
``I think there's probably going to be a big turnout,'' said Karen Bean, a sales associate at Leggett in Patrick Henry. ``We've had hundreds of men and women asking for it for the past three or four months. Because nobody's had it yet, everybody wants it.''
Tina Britt, Leggett's area manager for lingerie, said the Lynnhaven store will receive an initial shipment of 280 bras in Frost (white), Champagne (ivory) and Purple Velvet. The bra also comes in Midnight (black), Flame (red), Sapphire Blue and Huntress Green. And, of course, there are coordinating panties sold for $10.
``Everyone wants to try it,'' Britt said. ``Everyone wants to look and feel great.''
Then there's the story about the woman who disrobed in a store aisle in her haste to experience the Wonderbra.
``The one that changed in the aisle got me,'' Headrick said. ``I can't imagine losing your modesty to that extent.'' MEMO: For information on availability of the Wonderbra, call 1-800-4NEWBRA.
ILLUSTRATION: Graphic
THE WASHINGTON POST
[For complete graphic, please see microfilm]
by CNB