The Bra Revolution

Eventually,burning bras became to be understood as a radical form of feminism where amorality and sexual liberation were the same. And bras,thank God for La Perla,would soon come to be a multi-billion industry dominated by large multinationals as they are today.

Strangely,the history of the bra is entwined with the social status of women of the time. This month,Saudi Arabia finds itself at the epicentre of a new kind of Arab Spring. It has just allowed its women to sell lingerie.

Saudi Arabia,that houses the holiest Islamic city,Mecca,is a kingdom that underlines modesty,propriety and gender segregation to the point of caricature. But until this month,women — covered head to toe in black,faces veiled and always accompanied by an unwilling and embarrassed male relative — were forced to buy lingerie from salesmen,absolute strangers. Religious hardliners opposed the idea of men and women coming together socially or professionally — especially in malls. So even though there are qualified and trained women doctors and professors,retail is a field that has been so far kept away from them.

Then,in 2006,a law was passed banning men from working in women’s clothing and makeup stores but it had never been put into effect. Not until good old Facebook,that magical playground for all soapbox activism came into effective use. Reem Asaad,a fashion-loving banking professor from Jeddah,started an online campaign banning women from shopping at lingerie stores that didn’t employ women. It would eventually force King Abdullah to take note and enforce the law. The king is now a hero to his country’s women besides being an unwitting face to this lingerie revolution.

While it may seem contradictory at first — why must a woman only sell lingerie to another woman? — the issue is actually a first step in generating employment for women in retail. Women here are also not permitted to drive cars and have to be accompanied by a male relative. Several women have acquired driving licenses from other countries and Saudi liberals hope this decree is dropped soon. In a way,the humble undergarment is now bringing a proud liberation to women in Saudi Arabia.

India has never known to be the land of the bra — look at any of our ancient monuments,the womenfolk were barely bloused,let alone allowed decent underwear. But there are historical records of bras during King Harshavardhan’s rule in the 1st century. Sewn bras and blouses were quite the fashion of the day during the Vijayanagar empire. Rajasthani cholis made room for the bosom with a string tie-up as a support mechanism.

Today,our relationship with the bra is still confused. On one hand,our retail stores really push the nausea-inducing pink,polka-dotted and push-ups. On the other,many rustic young girls have the privilege of just one or two ill-fitting bras hand-sewn by their mothers. And boy,didn’t Vidya Balan use her décolletage to such an incredulous measure? The innerwear staple is now enjoying its moment in the sun.

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