Our Story

1945

Founded in New York
Lilian Hunau helps to launch Exquisite Form and becomes its Head of Design

1946

Exquisite Form was one of the earliest bra companies to advertise in Ebony Magazine

1950

Exquisite Form innovates and becomes a leader in packaged or boxed bras. Until then only Playtex girdles were packaged.

1964

Acclaimed avant-garde American designer, Rudi Gernreich, designs the “No Bra” in collaboration with Exquisite form. This was a radical departure from the sculpted, bullet-shaped designs of the previous decade.

1965

Following enormous retail success, Gernreich and Exquisite Form follow up the No Bra with the “No Side”, “No Front” and “No Back” Bras.

1970

"The "Fully" line was introduced to the world, with the iconic tagline "When You Need A Fuller Bra… Not A Bigger Bra", this line truly understood full figured women and has provided them with comfort and solutions to this day."

1980

Exquisite Form introduced a new logo for a new age

1996

Acquired by Bestform

1998

Acquired by VF Corporation

2007

Acquired by Fruit of the Loom