The revenge of the bra. Seamstresses’ bodies in the lingerie industry (1968-2012)

Abstract

The body of female lingerie workers in France between 1968 and 2012 offers a heuristic vantage point to address several levels of analysis and temporalities. As producers as well as potential consumers, these women workers are at the heart of a double movement: on the one hand, their bodies at work deconstruct the intimate nature of the bra; on the other hand, they are exposed on a daily level to the brand image, which they eventually incorporate. Indeed, the internal press as well as business strategies vaunt the bodies of female workers and often use them in the conception of products, as well as using their feedback as potential consumers. The intimate nature of the object produced may explain the attention female workers pay to their bodies, some even turn to plastic surgery. Nevertheless, in the protests against industrial plant closures, women workers sought to reduce fetishism surrounding bras through actions that involved rending visible the products of their work.