Exquisite Form
| Company type | Subsidiary |
|---|---|
| Industry | Apparel |
| Founded | 1945 in New York City, United States |
| Founder | Lillian Hunau |
Area served | United States |
| Products | Women's lingerie, bras, shapewear |
| Parent | Vanity Fair Brands (Fruit of the Loom) |
Exquisite Form is a U.S.-based apparel label that focuses on women's lingerie, with a particular emphasis on bras and shapewear designed for fuller figures. The brand operates under Vanity Fair Brands, which is part of the Fruit of the Loom corporate family.
Originating in 1945 in New York City as Exquisite Form Industries Inc., the company initially manufactured brassieres, girdles, and garter belts. One of its early breakthroughs was a patented wiring and bust-contouring system developed by lead designer Lillian Hunau, incorporated into their bras starting in 1946. That year also marked Exquisite Form as one of the pioneering major brassiere brands to advertise in Ebony Magazine.
History
With founder Lillian Hunau’s visionary guidance, Exquisite Form rapidly grew its market share. By the late 1950s, the company allocated over $2 million each year to television advertising campaigns aimed at expanding its consumer base. In 1959, it launched a multimillion-dollar product placement initiative connected to the movie Happy Anniversary, boosting both brand recognition and competitive standing within the lingerie sector.
Rudi Gernreich and the "No Bra"
In October 1964, Austrian-American designer Rudi Gernreich partnered with Exquisite Form to introduce the innovative "No Bra." Constructed from sheer nylon tricot without underwires or padding, this bra embraced a natural breast shape rather than reshaping it. Designed primarily for smaller busts, it was available in sizes 32 to 36 with A and B cups, offered in three translucent shades: powder puff, black, and white. Its design was minimalist, featuring only a single hook closure at the back.
The No Bra represented a departure from the structured, bullet-shaped bras popular in the previous decade, reflecting the natural silhouette aesthetics of the 1920s. Gernreich’s creation sparked a movement toward soft, translucent materials and natural contours, reshaping brassiere trends and broadening consumer preferences.
Building on this success in 1965, Gernreich expanded his innovations with several new designs: a "no-side" bra featuring a slim stretch band ideal for dresses with low armholes; a "No Front" maillot designed for deep plunging necklines; and a "No-Back" long-line bra equipped with a contoured stretch waistband suited for backless garments. These developments strengthened his brand’s appeal by catering to changing needs in women's intimate wear.
Fully Product Line
In 1970, Exquisite Form introduced its signature "Fully" collection, emphasizing bras for full-figured women and reinforcing its leadership within the intimate apparel market.
Acquisitions
- Bestform Group
Following Exquisite Form Industries' bankruptcy filing in 1996, Bestform Group acquired the brand, thereby broadening its range of products.
- VF Corporation
In 1998, VF Corporation took ownership of Bestform Group along with Exquisite Form and Lily of France brands, enhancing VF's portfolio in intimate apparel alongside Vanity Fair and Vassarette.
- Fruit of the Loom
Fruit of the Loom purchased VF Corporation's Vanity Fair Brands division in 2007 for $350 million in cash, significantly expanding its footprint in the intimates marketplace.