Wonderbra: A 1994 Lingerie Revolution and Its Enduring Legacy

Rewind to the year 1994, when the iconic Wonderbra campaign took the world by storm. Shot by fashion photographer Ellen von Unwerth, the campaign featured runway model Eva Herzigová in nothing but a pair of black lacy briefs and a matching brassiere, showcasing the trademark plunge push-up bra. The ads, plastered across cities in the UK and US, flaunted catchy slogans like “Mind if I bring a couple of friends?” and the now-infamous “Hello Boys.”

This lingerie revolution wasn’t merely about undergarments; it symbolized a shift in beauty standards away from the waifish figure popularized by ’90s supermodels like Kate Moss and towards a more voluptuous ideal. The Wonderbra campaign epitomized this change, embracing curves and celebrating the modern bosom as a fashion statement rather than an accident of nature.

While the campaign stirred up its fair share of controversy and was criticized for its reductive messaging, it undeniably left a lasting impact. Herzigová’s image became ingrained in pop culture history, and the campaign itself was relaunched years later, albeit with modifications to suit changing sensibilities.

Despite the debates it sparked, Herzigová defended the campaign as empowering, emphasizing the message of self-acceptance it conveyed to women. In retrospect, the Wonderbra ads of 1994 remain a bold statement of liberation and body positivity, challenging conventional notions of beauty and reshaping the lingerie industry forever.