Loveable Australia

History of Lovable

History of Lovable and the Bra!

The history of the bra dates back to 1889 when a Parisienne corset maker named Hermione Cadolle created a healthier alternative to corsets. The corset at that time constricted women’s bodies to the point that their internal organs and ribs became damaged.

Hermiones' invention fashioned as a health aid, the Soutien-gorge, supported the breasts without pushing the diaphragm.

One of the First U.S patents for a bra was issued to New York socialite Caresse Crosby, who in 1913 noticed that the stays of her corset showed through her evening gown in a particularly unattractive manner! She asked her maid to stitch two handkerchiefs and attach ribbon straps, and thus created a bra.

1926 Frank Garson Sr, an Austrian immigrant who had worked in the New York City sweatshops set up a forunner to Lovable®, a company called Beautiform in a tiny loft in Downtown Atlanta USA. Their first bra was the Flapperette, a constrictive piece of cloth that bound a woman’s breasts to her body in keeping with the flapper girl styling of the times. In the 20’s women sought liberation from seductive images with the popular boysish shape.

1930’s The bra style altered to reflect the tough economic times. Now that jobs were scarce, men wanted no competition. Women were encouraged to be more voluptuous and womanly and the popular bra became a pointy-cupped number.

This was when the company Lovable® came into being: According to popular legend, Lovable® became Lovable® when the owner’s son, showed some of the new undergarments to a clerk and she proclaimed "Lovable oh so Lovable"!

1950's Lovable® entered the Australian Market Place with moderately priced lingerie.

1963 The company was owned by Roger Klippel and now had 37 employees

1970’s Lovable® Australia acquired the rights to Warner’s Lingerie and the Company was now based at Victoria Road, Rydalmere with 150 employees and a new factory at Appin.

1986 Gazal Clothing Company took over the license — Gazal Company website. Lovable Sleepwear and Manchester was also produced at this time.

1994 Lovable® wins an Australian Fashion Industry Award

1996 Gazal bought the license thus taking full control of the Lovable® brand in Australia and New Zealand

1999 Rydalmere factory closes and the Lovable® brand moves into Gazal headquarters at Banksmeadow. Lovable® continues to be designed locally with fit specialists to ensure that the quality and fit consumers have come to know as Lovable® continues.

2002 Lovable® brand relaunched with Television AD - Lovable® Women Understand featuring the Australian actor Samuel Johnson and lead model Lisa Cazzulino. Lovable® Logo redesigned to reflect the new strong, and confident brand image.

2003 Lovable® introduces its younger brand Kissed to the Australian and New Zealand market with a print and outdoor campaign

2004 Lovable® gets larger with a wide range of newly designed and researched larger cup sized bras (up to E) in gorgeous fashion forward styles, launched nationally in response to market demand.

2005 Maternity bras get a makeover from Lovable® with the launch of the brand's first ever maternity line, which is an immediate success - selling out nationally in weeks.

2006 Active Comfort by Lovable® hits the stores in January, with its energetic mixture of stylish but comfortable sports bra support and funky fashion hues as requested by Australian women across the country.