The late 19th century witnessed the emergence of the 'New Woman,' a feminist ideal characterized by independence, education, and a desire for greater social and political rights. This movement influenced fashion trends, as women sought clothing that allowed for greater freedom of movement and self-expression.

Fashion trends began to shift away from the rigid silhouette of the Victorian era. The Art Nouveau movement, with its emphasis on flowing lines and natural forms, inspired looser-fitting garments. This trend created a demand for undergarments that provided support without constricting the body.

World War I had a profound impact on fashion, as women took on new roles in the workforce and required more practical and functional clothing. Corsets became increasingly impractical, and the demand for more comfortable and supportive undergarments grew exponentially, paving the way for the widespread adoption of the bra.

The 1920s marked a significant turning point in fashion history. The flapper style, characterized by its boyish silhouette and shorter hemlines, demanded a different type of undergarment. The bra, as a means of flattening the chest and providing support without excessive shaping, became increasingly popular.