War had a bombastic effect on lingerie marketing. Military terminology such as “torpedo” and “bullet” was used to profit from patriotism and to introduce the concept of undergarments as 'protection'. Pointy, cone-shaped undergarments rose to popularity with Hollywood stars who wore them, including Marilyn Monroe, Jane Russell, and Lana Turner. The bra gave rise to "Sweater Girl" look, because of the way that sweaters clung to the shape of the bra and accentuated a woman's assets.

The 1960s brought a new wave of feminism that countered the domesticity of the 50s. Women wanted to distance themselves from the role of wife and mother, and consequently androgynous style surfaced again. This look is best embodied by Twiggy, the stick-thin model who became an overnight icon. During this era of female liberation, the role of the bra was called into question, with some arguing that bras reduced women to sex objects. Feminist Germaine Greer stated that "bras are a ludicrous invention," and some women went as far to proclaim them as "instruments of torture.” At least one instance of bra burning was recorded in the 60s and 70s.

In the 1980s, silicone breast implants became popular when former Baywatch babe and Playmate, Pamela Anderson became one of the first models to flaunt her surgical enhancements. Buxom babes (or full-figured women) became the ideal for beauty, with busty models such as Christie Brinkley featured on major magazine covers. Victoria’s Secret, known for it’s sexy bras and busty models, expanded into U.S. malls in the 80s and by the end of the decade, became the largest American lingerie retailer, topping one billion dollars.

On one hand, the “Wonderbra” was introduced in the early 90s, gaining worldwide fame and starting a craze for the push up look. On the other hand, the waif look also emerged, with support-less underwear such as seamless bras and silky camis rising to popularity. “By the 1990s, lady bits were out and stick-thin was in,” according to Marisa Amorasak of BreastAugmentationResources.com. “The ultra-busty look faded while Kate Moss’ waif look gained popularity.”

“Believable Bodaciousness” is the current model for cleavage. “It doesn’t seem to matter if breasts are real or fake, as long as they don’t scream plastic” writes Marisa Amorasak of BreastAugmentationResources.com. “Think Kim Kardashian, Jessica Alba, Blake Lively, and Fergie.” In line with this trend, bra manufacturers continue to search for new fabrics and technologies to make bras mold to a woman’s natural shape while enhancing their assets.