History

1930



In the 1930’s, an overly-sensual Marlene Dietrich in the Blue Angel, clad in a corset, black stockings and garter belt, pushed Hollywood censors to forbid women’s removing their stockings on the big screen. Closed panties and tap pants replaced open, pre-war underpants. The bra-cup size system was perfected.
The long dress and bias cut became omnipresent. A neoclassic silhouette was reinvented. "The deceptively seductive bust" was back. Nylon was invented. The word “panties” became popular. Lejaby’s first “bra à la Gaby” was produced in the backroom of the Bellegarde movie theater near Lyon under the watchful eye of Gabrielle Viannay. In 1935, Mademoiselle Simone Pérèle received a diploma in corset-making. The same year, the beautiful Josephine Baker delighted the hearts of Tout-Paris in the movie Princess tam.tam, which later inspired the company founded by the Hiridjee sisters.
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