In 2019 it will be 25 years since Gossard’s Wonderbra unleashed what has been called the “most iconic” advert of all time: Ellen von Unwerth’s black and white photograph of Eva Herzigova gazing down at her own marvellous cleavage above the legend, “Hello, boys.” Remember it? Of course you do. Later that year, the waif-like Kate Moss endorsed the same push-up, padded bra in the New York Times, declaring that “even I get cleavage”. Meanwhile in Soho, London, Joseph Corré and Serena Rees were opening Agent Provocateur, a brazenly sexual upmarket lingerie store whose ad campaigns Moss would later go on to star in.
Also in 1994, AKA the Year of Our Cleavage, and in response to Wonderbra’s dramatic uplift in sales, rival lingerie brand Victoria’s Secret launched its first TV advert. VS has since become a global behemoth, best known for an annual catwalk show where its models, or “angels”, with spectacular bodies and pushed-up breasts – the highest paid of whom (models, not breasts) have included Adriana Lima, Kendall Jenner, Gigi Hadid and Joan Smalls – parade the catwalks in their next-to-nothings under the appreciative eyes of front-row guests, such as Leonardo DiCaprio, and a global TV audience of 500 million.