Aquascutum is an ambiguous trade mark. Some people say that the trenches from the fashion house, Aquascutum bags replica and elegant evening coats are out of style, they look too conservative and are contradictory to the main idea of fashion – changes. The others suppose that Aquascutum is the sample of a real English style and the things with the emblem of this brand are vintage, they will always look up to date and special.

The trade mark Aquascutum was registrated in 1851. At first it was a small fashion studio where the real English gentlemen could get the clothes of the best grade. The first 50 years of its work Aquascutum created clothes for men only. And in 1909 the first collection for women was shown to the world. The strict coats and trenches of solid and noble cuts were accepted by ladies eagerly. Most of outer clothing that was produced by Aquscutum was liked by Englishmen because it was made of waterproof fabric. The material was designed by John Emary, the founder of the trade mark. When he made the first line of trenches that could prevent any person from being wet, he chose that name for his fashion house – Aquscutum – that was translated from Latin like “waterproof”.

The best sign of success of the trade mark is the appearance of clients from royal families and their closest people. When the Prince of Wales appreciated the quality of Aquascutum, it was a good luck for the fashion house.

The serious orders Aquscutum fulfills even now. Quite often the sportsmen choose the clothes from this very brand for their competitions and workouts.

Besides clothes, Aquascutum is popular for the bags. They look as reserved and respectable as clothes and are not understandable to the wide circle of lovers. You have to feel the style so deep, only in this case you will see all the beauty and reliability of Aquascutum bags replica.

Bra Beginnings. Women in ancient Greece bind lilies breasts with a piece of cloth or о leather strip—a strophium bat, interestingly, wear it over their tunics.

1500

Scent of a Woman. To perfume their rarely  washed clothing, ladies wear a scented pomander or sachet between the breasts, о reminder of which is seen today in the embroidered rosette at the center of some bras.

1863

Start of Support. The first patent for о breast supporter, which was designed as an alternative to the corset, is issued to Luman L. Chapman.

1889

Bra du Jour. Herminie Cadolle, founder of the famous French company Cadolle, is often credited with creating the bra. She displayed an early version at the 1889 Paris Exposition. Called the bee-eater, or “well-being,” it is still attached to a corset in the back, but is the first undergarment to present the revolutionary concept of supporting the breasts from above, rather than from below.

I904-I905

Bonjour Brassieres. The term brassiere is introduced in the United States but refers to something more resembling о camisole stiffened with boning than a modern bro. Until the mid-1980s, the lull word brassiere appears in ads, though the word bra is part of the vernacular.

1914

Debutante’s Debut. With the help of her maid, New York socialite Mary Phelps Jacob (who later changed her name lo Caresse Crosby) invents a brassiere by piecing together two handkerchiefs and a ribbon. Innovative for its lack of a midsection, it is short and soft and separates the breasts naturally. It flattens the breasts for the fashionable flapper style, popular into the mid-1920s. She receives a potent for her creating, but it is not commercially successful, partially because only those with small, firm breasts can pull it off.

1927

Cleavage Is “It” . In the silent movie It, Clara Bow plays a salesclerk with her sights set on the son of a department store tycoon. After accepting an invitation to join him for dinner at the Ritz, the original “It Girl” takes a pair of scissors and cuts décolletage into her dress. This girl knew where to draw the line… and how to show off her assets!

Late 1920s

Maiden form (then Maiden Form) breaks away from the flapper ideal of making breasts flatter and starts producing bras that flatter. Through the ’30s, bras lift and separate, featuring new designs that enhance how women look in their outerwear. Bias-cut gowns (like the one modeled here by Claudette Colbert) in slinky fabrics require shaping underneath, and some of the most popular bras provide a very modern “uplift.”

Early-mid 1930s

Measures of Success. Finally, someone realizes that the measurement of the bust and the size of the breasts require two separate scales. Form Fit makes small, overage, and full cups in each band size in 1932. Then, S. H. Camp and Company assign letters    A through D—to breast sizes (now known as cup sizes). Soon, major bra manufacturers are following this formula. During the same period, multiple fasteners and D rings appear to adjust bond sizes and shoulder straps, so wearers can decide how snug to hold or how high to hoist.

1939

Point Taken. The Belle Poitrine, with its circular rings of stitching that create a pointy, cone-shaped silhouette, is invented, turning breasts around the country into the pointer sisters.

1943

Torpedo Tits. At the start of filming the movie The Outlaw, producer and airplane designer Howard Hughes is troubled that the bras worn by the buxom Jane Russell don’t properly fit her ample proportions. He designs the Cantilever bra, based on the engineering principles of bridge making, for her to wear in the movie. Women, subsequently, are on a mission lo re-create the “missile” effect on their own chests. (In Martin Crosse’s 2004 movie the Aviator, Leonardo DiCaprio, playing Hughes, notes that “the length of the actual cleavage is five inches and one-quarter.”)

1949

А Girl Can Dream. Maiden form launches a cutting-edge, long-running advertising campaign showing a bra-clod model taking on various “dream roles.” Many ads suggest roles for women that ore quite controversial for the time, such as “I dreamed I won the election … in my Maiden form bra.”

1950s

Sweater Girls. This is the age of voluptuous screen stars with ample cleavage. Marilyn Monroe (top), Gina Lollobrigida, Jayne Mansfield, Sophia Loren, Elizabeth Taylor, Brigitte Bardot (middle), Anita Ekberg, Lana Turner (bottom)… If you’re young enough not lo know what these ladies have in common, here’s a modern-day hint: Pamela Anderson. Less-endowed women start boosting their busts with all forms of padding and stuffing. Unfortunately, in the throes of passion, some are embarrassed when it is discovered that tissues and socks are behind a buxom bosom, hence the advent of the term “falsies.”

1960s

Pill Poppers. The contraceptive pill is introduced, liberating women’s sexual behavior and turning the fashion focus toward something other than just breasts. Young women start wearing more form-fitting clothing (bikinis, tight jeans) and begin to show their midriffs. Despite the downplaying; of breasts, bust measurements increase almost an inch over the next two decades.

Late 1960s

Bra Ban. The women’s movement brings rebellion against restraint, celebrated in port by bra burnings. Nevertheless, most women continue to wear some sort of bra, however minimal, throughout the decade. Designers heed the need and start creating more comfortable, flexible styles. Most significantly, Rudi Gernreich introduces the “No Bra Bra ,“ о soft, skin tone garment that went well with unstructured styles and sheer fabrics.

1970

The Emperor’s New Clothes? One of the most popular bras is the Kloss Glossie, a bra made of such sheer, stretchy, glittery material that it appears not to exist. Sheer is definitely in, a function of the free and unfettered look inspired by the women’s movement as well as by advances in textile technology.

1970s

Move Over, Newton. When feminists stage a protest outside Frederick’s of Hollywood, its founder, Frederick Mellinger, famously responds that “the law of gravity will win out.” Indeed it does, as breasts will always need some form of support. Stalled in 1946, Frederick’s is responsible for bringing sexy, sheer black lingerie to the white cotton underworld of America.

1977

Running Mates. The fitness craze creates a demand for more seam-free, contoured shapes underneath formfitting clothing. The first sports bra is made when two women lake a pair of jockstraps, cut them apart, and sew them together. They call their creation the Jog bra.

1980s

Undress for Success. Oomph makes a comeback with push-up bias and demi cups. Women now operate in the corporate world and hold their femininity close to their chests, wearing all forms of frills and lace underneath those tailored suits. Glamour returns, from luxury incarnate La Perla to Victoria’s Secret’s sensuously sexy silks and satins.

1990s

The Wonder Years. What is often not known about the Wonder bra phenomenon is that this padded, under wire push-up bra had been introduced in Britain thirty years earlier. Relaunched in 1994 with a major media blitz, it is so popular that production can’t keep up with demand. In the years that follow, a slew of competitors rise to the challenge, amplifying that famous cleavage line.

2000s

The Bra-volution Continues. If I have any say in it, women will continue having bio breakthroughs as television shows, magazines, and newspapers spread the news that almost every female knows next to nothing about the single most important garment she wears.

To acknowledge that is to admit the passage of time. One of my store regu­lars told me that she used to pride herself on having breasts like wineglasses turned up to the sky. but now they are more like cham­pagne flutes hanging down. But trust me on this: Nobody is going to know if you’ve gone from a 32C to a 34D.

What they can tell is if you’re not fitting in your clothing. This is where you need to free your mind. Like it or not, love it or hate it, your body is the size it is, regardless of the numbers and letters. Stuffing your size nine foot into a size seven shoe is not going to make your foot look smaller—it’s going to look ridiculous, not to mention hurt like hell! Likewise, wearing a bra that is too small will not make your breasts any smaller. And if your breasts have shrunk from weight loss, breast-feeding, or going off the pill, the bra you wore when your breasts were bigger won’t support or maxi­mize your current assets.

If you’ve tried bra shopping on your own and still can’t find the one you love, it may be time to call in the professionals. Just think of a bra specialist as a dating service for your breasts. In half the time and with better results, a professional fitter can guide you to the bra that’s just right for you. Unfortunately, many women are uncomfortable talking about their breasts and cringe at the thought of showing a salesperson how they look in a bra. They might imagine getting manhandled by fusty, matronly ladies (who, by the way, probably know their stuff). But you have to understand that salespeople who are accustomed to fitting women for bras are extremely professional. They do this every day. They understand when customers are shy and try their best to make everyone feel comfortable. In lingerie and in life, some things are hard to ask for, but if you don’t put yourself out there, you’ll never get what you want.

elasticity, and personal fit preferences. Just as no two women are alike, neither are any two bras alike. Even if you fill out a 34C demy Cup bra beautifully, you might be swimming in a 34C full coverage bra. Bra sizing is much more than just a numbers game.
If only bra fit were a science, or some-thing women intuitively knew how to do (or learned from their mothers), something like putting on mascara or braiding hair! But bras don’t work that way, in part because they’re always changing. The bras I sold thirty years ago are entirely different from the bras I sell today—and forget about the bras that were sold thirty years before then. To begin with, innovations in fabric have brought us man-made fibers that fit better, feel more comfortable, and breathe like 100 percent cotton. The ideal breast shape has also changed; these days most women want their boobs to look like boobs—not torpedoes or boyish pancakes. Then there’s us—we are a very differently shaped population than our mothers’ generation. Yes, we weigh more. Factor in fewer knowledgeable salespeople . . . well, the challenge is huge.
Every woman knows how it feels to go on a million dates before finding the right man. The same is true for bras. It takes time and patience in a fitting room, and the willingness to go home without getting lucky. But you’ll never find the perfect someone if you don’t look. So, lets get ready to shop.

Women who are really into fashion don’t necessarily know more about proper bra fit than the most clueless, couldn’t-care-less cases. You’d think that someone who reads every magazine would have a better shot at understanding how bra sizing works—but they don’t! The playing field is level in this regard. The few-and-far-between who are more knowledgeable in this department usually have a specific person or experience that they can credit for their bra-awareness. Maybe your grandmother took you to a department store where you got the kind of service you just don’t get anymore, or maybe you went to a professional fitter and realized you’re a completely different size than you thought. But if I have any say in the matter, all women will get bra savvy. We all have our dreams. Mine is that in ten years we’ll look back in disbelief that almost every woman experienced some sort of breast or bra discomfort daily.

The right bra is like the perfect man: good-looking, supportive, and sure never to let you down. Its also just as hard to find. In the lingerie business, its common knowledge that the majority of women wear their bras in the wrong size. Ask around and you’ll hear percentages ranging from 70 to 85 percent. Whatever the exact numbers, the takeaway is that most women don’t feel as comfortable or look as good as they could. True, you may be among the minority that has it right, but it’s worth double-checking. The wrong bra can make you look fat or totally flat. It can make a young woman look dumpy and beyond her years. The right bra can give a fifty-five-year-old woman the bust of a thirty-year-old and will do more for her appearance than all the ant wrinkle creams in die world. So why, given all the money and energy we pour into our looks, do some women still consider it an indulgence to invest in a good bra? I mean, what sounds more frivo­lous than bra shopping? Purchasing a bra might give the same rush of excitement you get from buying other typically female tiling, like a new pair of heels or even a daring shade of lipstick, but it truly is an investment, and in most eases a necessity. More than any other article of lingerie, the right bra can dramatically alter your appearance, improve your comfort level, and change your outlook—the way you carry yourself, the way you are perceived, even the way you think. It sounds impossi­ble, but it’s true: The right bra has the power  to transform you.

But finding the right bra isn’t easy. You know the scenario: You walk into a depart­ment store or lingerie shop, wander around the racks looking for the same size you wore when you were eighteen. You pick up a few bras in that size, try them on, noticing the pinching feeling in the band, the press­ing of the underwrite, or the gaping in the cups.None seems to fit quite right, so you make another round through the store. By the time you’re done, you’ve been there so long you can feel the salesperson thinking, “What is this woman doing?” You don’t want to leave empty-handed, so you buy the bra that seems like the best of the bunch. Guess what? Bad idea. Look, I know that the actual experience of bra shopping is infamously difficult, a groan-inducing chore often dreaded as much as getting waxed.

If you shop mainly at department stores, you have to wade through cluttered racks where merchandise is jammed together, categorized by brand rather than by purpose, with little attention to style, sizing, or color. The atmosphere is uninviting, and if there are any identifiable salespeople, they keep themselves busy avoiding the bewildered look in your eye. You wonder if they are intentionally ignor­ing you as you try to separate a bra that won’t let go of the tangled straps and clear plastic hangers that surround it. Discount stores are even tougher to negotiate. Sure, the prices may be right, but limits on how many items you can bring into the dressing room are a drag—and sometimes you can’t even try on lingerie. Attracted by a good deal, yon end up with three bras that never feel right. Its exhausting. But don’t lose hope: I’ve got lots of tricks that will make it easier to navigate around the land mines of lingerie sections.

One of the reasons people like to shop at my store is because of the honesty. In addi­tion to a comfortable environment, they receive expert advice that is forthright. Customers trust that they’re not going to get an “Oh, yeah, it fits you well” from me, or any of my staff. I’m more likely to say “Take it off!” Then I’ll bring something else, asking sweetly, “Why don’t you try this?”

I know that not everyone can make it to my shop, but with this book, you have everything you need to know about the state of undress—and underdress. This flirt-in-training manual will take you through all the assorted little somethings to help you change your life, your looks… and maybe your luck. Just like I do with my customers, we’ll start by finding you a bra that finally fits and go from there. You’ll get the lowdown on panties. The secrets of shapewear. Some highlights of hosieiy. Discover the things that make men break out into a sweat when they come to the store. Learn how to make lingerie last— and when to say good-bye. These tips and tricks are not just for movie stars and models, but for mere mortals too. I’ve had many first-time lingerie customers walk out of my store as converts, thrilled to leave in comfort and confidence. I’ll you how to get that feeling; I’ll take you there and lay it bare. I hope that you walk away from these lessons in lingerie feeling sexy, strong, and ready to say “Okay, world, here I am.”

Bare Truth

The origin of the word lingerie comes from the French word linge, referring to linens. Bedclothes and undergarments were once made out of the same fabrics, with the same techniques and embellishments, and were often laundered together. Indeed, for the underclass of certain periods, underwear was often made out of old bedsheets that had become worn and soft. What one wore under the covers evolved into what one wore under clothing. A woman often slept in her camisoles and che­mises, which served double-duty by being the thin protective liner under stiff and scratchy corsets, bustles, hoops, and dresses.

But assuming lingerie is just about sex is like thinking clothing is just about fashion. It’s far more complicated. In fact, the sexiness isn’t in the lingerie itself, but in the woman wearing it. No matter how you feel about your body, when you present it in a way that you think is the most beautiful, you’re a stunner. You feel alive—and others can sense that quality in you. It’s true. Everyone has had those moments when she’s felt on— those days when you carry a little spark and people take notice. Lingerie helps create that mood: it helps make those “on” moments happen. It reminds you that you’re looking good, that you are worthy of being worshipped, appreciated, and loved. I know all this might sound superficial or trite, but treating yourself to some lingerie is a way of improving your life that many women deny themselves. And as far as I can see, it is the easiest self-help program I’ve come across.

No matter how you feel about your body, when you present it in a way that you think is beautiful, you’re a stunner.

As I mentioned before, this is about seducing yourself—or at least seeing yourself as being worthy of seduction. Why should he set treated to the delicate black lace on a date, while yon get die granny panties on a night home alone? Don’t store your sexiness on a shelf, waiting for the day someone reaches up to pull it out for you. If you freeze life because you’re waiting for something, you can all too easily get stuck in a rut. As they say, objects in motion tend to stay in motion. If it seems like I attribute too much importance to lingerie, that I overestimate its capacity to work wonders, it’s only because of die many women who have told me how lingerie has changed their lives. Women who have found a little glamour, even as they sit under the fluorescent lights of a conference room, or drive kids to school, or schlep to the store. I’m always so happy to hear that I’ve helped someone, whether because of die lingerie itself, or die new mind-set that commies from wearing it. My views may not seem so strange once you experience the transformation yourself. As your faithful guide to the fine art of flirtdom, I’d like to start with you.

WHERE’S YOURS?

When a woman says to me, “I’m not the type for lingerie,” I say, “There is no type.” Because, put simply, my philosophy is, Dress in a way that would make someone want to undress you. Even if that someone exists only in your imagination. I mean it. Rather than hiding yourself, take what you’ve got and work it. The excuse that it’s not your thing just doesn’t work with me; there are simply too many styles to choose from.

Rather than hiding yourself, take what you’ve got and work it.

Lots of women’s magazines have little quizzes and charts that claim to reveal your personal style. While such formulas might apply to regular clothing, I don’t buy any of them when it comes to lingerie. Lingerie is more about mood and occasion. Does the circumstance warrant sophisticated, sultry, or sweet? It depends on what you feel like at any given moment. People are always curious about die women who wear various types of lingerie. They want to know who actually buys the racy items that make the average shopper blush. Well, it could be anyone. I’ve also been asked on occasion to speculate about the land of lingerie а certain woman is wearing. The truth is, you never can tell. There is no direct correlation between a woman’s panties and her personality or outward appearance. She might have a specific style that she thinks is more “her,” but there’s plenty of crossover. A preppy woman isn’t necessarily going to wear basic white cotton briefs with her plaids and penny loafers. You can’t judge a book by its cover. The pages inside (or the panties underneath!) can be entirely different from the jacket. In my experience, most women wear a mix.

The majority of us are attracted to many different styles of clothes—which may explain those purchases that live, tags still attached, deep in the closet. It’s harder to deviate much from your general style in out­ward dressing than it is in “under” dressing. When you wear lingerie you have one of two scenarios: Either nobody will see you, letting you safely play out your fantasies and fetishes, or you’ll show that side of you to a person of your choosing. It’s a more private way to indulge your many fashion facets.

Some of the women who come into my store—the doctors, lawyers, and professors—are ones you’d expect might be more conservative. As I said before: not necessar­ily. These powerful, successful women are wearing sexy stuff underneath those suits! Because they often have to desexualize themselves outwardly in order to be respected in the workplace, they like to soften up what they wear underneath. It’s their way of feeling feminine—an attribute whose concealment is, unfortunately, some­times a better career move. Here’s an extreme example, but she was one of my favorite clients—a judge who bought crotchless panties. I just love the image of юг sitting on the bench wearing the black robe with her air-conditioned underwear underneath!

The point is, lingerie is meant to make you feel fabulous, however you define it. A black lace bra is equally appropriate on a twenty-year-old in tight jeans as it is on a seventy-year-old in a sweater set. Sure, some styles are younger and trendier, with sassy sayings and funky prints, but those are only a few. For the most part, once puberty is behind you, there’s no need to worry that lingerie isn’t meant for someone your age. Anything goes! And it’s never too late to start. Even if you’ve been doing it wrong all along, you can recover quickly, easily, and enjoyably. Unlike other transformations that might require grueling effort and countless hours at the gym (or in the therapist’s office), a complete overhaul of your underthings can be achieved in a single weekend. Instant gratifica­tion, for both body and brain! Get ready to take the first step in turn­ing around your lingerie life.

Onе thing I’ve learned in all my years dealing with half-naked females is that most £ women aren’t happy with the way they look. No matter what, there’s always some­thing that makes us feel inadequate—we’re not thin enough, attractive enough, smart enough, rich enough, loved enough. Such image and self-esteem issues keep us from feeling positive about ourselves—or only feeling good when we get complimented or praised by someone else. When you buy lingerie that makes you feel better, you start to take life by the horns. No more sitting there like a lady-in-waiting, hoping that somebody will come by, scoop you up, and whisk you off to the life you always dreamed about. And though lingerie may seem like a frivolous indulgence to some, it’s actually a realistic way to take control of your life and happiness. Buying the right lingerie is no small, insignificant step. After all, it’s not superficial to address the very issues that eat away at you. In that regard, lingerie is cheaper than therapy. And as far as I’m concerned, lingerie is therapy.

Though lingerie may seem like a frivolous indulgence to some, it’s actually a realistic way to lake control of your own happiness.

Better Packaging

As for your actual body, lingerie can physically transform it, immediately. Let’s face it, no matter how you looked ten years ago or plan to look in ten months, right now you look the way you look. It’s not so easy to change your body; but you can easily update packaging.

A lot of women believe they have to have the body of a lingerie model to war­rant owning an underwear drawer full of beautiful things. They’re afraid they might not look good enough in lingerie. This is especially true for the curvy girls (which is my term for women with fuller bodies—I find the term plus-size offensive and would never want to be called that myself). I’ve had curvy girls in my shop literally cry with joy when they find a bra or other piece of lingerie that fits them properly— and even looks dainty, not matronly.

I’ve bumped into customers at restaurants and they’ve brought me to meet their friends—they’ve even flashed me! And I’ve witnessed smaller-chested girls see their reflections in the dressing room mirror and scream, “Oh. My. God. I have boobs!” After a lifetime of feeling like misfits because of mis-fits, many believe that nothing is meant for their bodies and everything looks bad on them. The styles and shapes they want are not made or readily available, so they stop trying. I’m here to say, don’t give up!

I can’t blame the woman who feels she’s been burned in the past or is too intimi­dated to look for lingerie because her body Joes or doesn’t look a certain way. We all bold ourselves to impossibly high standards. I love lingerie more than, well, most any­one, but I have plenty of things I’d like to change about my own body. This might sur­prise a lot of people because I’m very bold with my lingerie, but at some point you have to get over your insecurities. I cer­tainly don’t let mine stop me. Personally, wearing lingerie has made me appreciate different aspects of my body, instead of focusing on the parts I’d rather forget about. Let me take that back; it does let me forget about them—at least temporarily!

With lingerie, nothing is set in skin and hones. Why focus on what you cannot fix when there are so many ways to amplify, accentuate, and emphasize what you’ve got? And you can even change it on a daily basis. Lingerie brings out the best. It can hide, distract from, or downplay any imper­fection. Some garments are actually designed to do just that. The right bra can make a woman look like she’s lost fifteen pounds or boost small breasts into eye­catching decollete. Pairing pants or a skirt with the proper panties guarantees the end of visible panty lines (VPL). Those ridges and ripples created by the elastic bands on most panties are an evil that is far from necessary. Shapewear can give you what Mother Nature did not: a flatter stomach and thighs that look as free from cellulite as a twelve-year-olds. Did I mention the possibilities of the perfectly proportioned curves of a movie star on the red carpet? (You better believe she’s thankful for the control undergarments that create this illusion!) Stockings upgrade your legs the way lipstick highlights a kissable pout. Underneath the lingerie, it’s still you, only better. In this age of enhancement, implants, injections, and extreme makeovers, lingerie increases the sexiness without the surgery.

Some types of lingerie may not reshape your body, but are so beautiful they out­shine anything you might be worried about. I call it the lingerie mystique—that hidden intrigue that creates the allure. This is where the seductive element of lingerie really comes forth. I guarantee that you can blind a lover to your flaws by wearing certain undergarments. Trust me, with that silky blue chemise enveloping your body, the last thing hell be noticing is your cellulite. But I’m less concerned with pleasing him, and more with helping you enjoy yourself. If you’re happy and into it, he’ll vicariously reap the benefits.

Listen to me: We’ve all been known to position ourselves so that we’re seen at our best angle. But all this self-consciousness detracts from the moment. Lingerie is a visual trick that draws attention to the places you want to be seen, and away from those you’d prefer to hide. Worried about a bulging belly? A babydoll, slip, or floaty camisole diverts attention from your stomach. Don’t feel so good about your derriere? A thong or lacy panty is a distracting invitation to a party that a lover can only hope he’ll be invited to attend. Lingerie is an embellishment, a flag of femininity that calls attention to itself. The benefit? You can relax. It conceals as much as it reveals, and the varying degrees of exposure are entirely up to you. But remember this: It takes more nerve to be naked than to wear a negligee!