THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Sunday, October 2, 1994 TAG: 9410020034
SECTION: LOCAL PAGE: B1 EDITION: FINAL
SOURCE: ELIZABETH SIMPSON
LENGTH: Medium: 58 lines
Two men at a water cooler scope out a woman in a tight-fitting dress.
One man elbows the other, points to the woman's chest, and says, ``Hey, get a load of those cookies.''
A case of sexual harassment, or does the guy just know his bras?
That would be the Wonderbra, and it does kind of make me wonder. What is it women want to be recognized for anyway, their minds or their bodies? Judging by the craftsmanship that went into this bra, you'd think the female torso needed a major overhaul.
Fifty-four pieces of material for cleavage that makes the Cross-Your-Heart look like a shapeless skivvy. Wings that push breasts up and together in a special ``no-bounce'' zone. And get this, ``cookies'' - the industry's version of rolled-up socks - to pick up where Mother Nature left off.
Does anyone else find it the teeniest bit ironic that the bra's manufacturer - Sara Lee - is best known for making cheesecake?
Yet the folks who make cupcakes have hit on something with the Wonderbra. It's not just an engineering feat, but a marketing masterpiece. ``Finally,'' the ads read, ``Support you don't have to lobby for.''
The fashion gurus have discovered that the well-paid, well-educated woman will shell out $26 to achieve an effect usually defined by men: well-stacked.
It's the same old theme - sex appeal - in a career-woman package, and it's selling like, well, like Sara Lee cakes. The aerodynamic marvel hit the Hampton Roads market 10 days ago to an excited queue of women. The first shipment of 280 bras was snapped up in a matter of minutes.
What are we to make of this frenzy?
Do we really think a woman needs to be outstanding in more ways than one to be truly successful? Can she be a swell co-worker without the swell of the breasts this brassiere gives her? Does the professional woman really need this kind of support, er, help, to make it to the top?
The Wonderbra gives the engineer who can design the wing of an airplane another set of wings to fine-tune her body design. It gives the corporate climber who's found power in the boardroom the ``power support'' of an underwire cup. And the college graduate who handily fills a resume a padded cookie to fill out her blouse.
But it also poses a question: What do women want?
Brains or beauty? Respect or sexiness? To be measured by her work or by her bra cup? What's it going to be?
Men must wonder too. Let a guy's eyes linger a second too long on a woman's chest and he's classified as Neanderthal. Yet suddenly it's OK for women to be crazed by a bra that has one function: serving up breasts like a couple of ripe melons. ``Look world; no, wait, don't look. Well, maybe for a second. . . . ''
Do women really think they can have it both ways?
The next time a fellow gives you a sidelong glance midway between shoulder and waist, think twice about shooting him a dirty look.
He might just be admiring your Wonderbra. by CNB