In a dazzling celebration of half a century, Gossard’s iconic Glossies collection is poised to redefine the landscape of lingerie with a global relaunch, ushered in by the astute talent of newly appointed Creative Director, Martina Brown. As part of the much-anticipated SS25 offerings, this milestone not only honours the lineage of the Glossies but also reinvents its essence for the contemporary woman.
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Tracing its roots back to its founding in Chicago by Henry Williamson in 1901, Gossard has always danced the fine line between sensuality and practicality. Inspired by the ethereal allure of French actress Sarah Bernhardt, Williamson’s vision was to craft lingerie that whispered of comfort while exuding undeniable sex appeal. The result? A legacy that has blossomed into an omnipresent force in the world of underwear, most notably with the meteoric rise of the Wonderbra.
Fast forward to the 1970s, an era marked by the fervent cry for liberation, Gossard boldly launched the Glossies line. These bras, crafted from innovative moulded sheer fabric, offered a revolutionary ‘barely there’ feel, championing natural aesthetics while encapsulating an ethos of freedom and self-acceptance. With Gossard, comfort becomes a statement of glamour, proving that innerwear can empower.
Martina Brown steps in at a pivotal moment for the brand, with a rich tapestry of experience woven through her remarkable tenures at Falke, Wolford, Schiesser, and Aubade. She brings a fresh perspective that balances tradition with the avant-garde, perfectly positioning Gossard to cater to every curve with style and elegance.
With this relaunch, Gossard is set to not just embrace but celebrate real bodies, ensuring that lingerie is inclusive and expressive of every woman’s individuality. The spirit of Glossies transcends mere fabric; it’s about fostering confidence and redefining standards in the lingerie sphere.
As Gossard continues to innovate, the commitment to unparalleled fit and cutting-edge design remains unwavering. The collection, available through Gossard.com, JD Williams, Bravissimo, and select independent boutiques, stands as a testament to the brand’s dedication to creating exquisite lingerie for women everywhere. Here’s to the next chapter of Gossard—where legacy meets modernity in a passionate embrace.
