70s and 80s
70s | While some women were burning their bras, others were wearing Star by NATURANA. While bodies became more liberated, bras became more discreet, comfortable and even transparent. Given the sexual revolution, seduction and glamour became less a part of the day’s agenda. With Star, a polyester bra with a crossover front, NATURANA focused on comfort and fit. In Germany, Showstar Marlene Charell presented it with great success. It soon became a great success throughout Europe.
The Star remains today one of the biggest selling models and has become a symbol of the brand. Since its introduction, over 30 million pieces have been manufactured and sold. The cups of the Star are moulded. In the 70s, NATURANA developed its own techniques by which it was able to mould several varying materials, even cotton, while maintaining their opacity but without the risk of tearing.
In 1973, NATURANA introduced its first swimsuit collection. Thanks to the collaboration with Suedtrikot, the manufacturer also extended its collection to nightwear and lingerie from 1976 on.
80s | The feel-good style of the 80s was centred on the idea of comfort. There was a desire for more natural materials, protection and authenticity. NATURANA has been a large cotton user fur quite some time. Constantly looking for new innovative fibres, the company was able to meet the demand for natural materials, which would be worn against the skin. This new body consciousness simultaneously caused a revival of interest in functional models.
Again strengthening its panty girdles, a youthful touch was added which greatly enhanced feminine curves. Counteracting this trend was also a return to femininity; silk and uplift bras made a comeback. NATURANA then consolidated this by shaping the Irma La Douce brand: a mix between extravagance and sophistication, yet inventing new trends.
