Gossard, a trailblazer in women’s lingerie, has a rich history that stretches back to its founding in 1901 by Henry Williamson Gossard in Chicago. Inspired by the corsetry worn by actress Sarah Bernhardt, Gossard sought to bring the refined, sculpted silhouette to American women. This bold move set the foundation for what would become one of the most influential lingerie brands of the 20th century. Known for its innovative designs, Gossard revolutionized the corset industry in the 1920s by introducing front-laced corsets, allowing women to enjoy both fashion and function. As the brand grew, so did its influence, becoming synonymous with the “Gossard Line of Beauty,” a slogan that defined elegance and sophistication.

The 1930s marked a turning point for Gossard as it expanded into a major division of Associated Apparel Industries, Inc., acquiring companies and solidifying its position in the women’s undergarment market. Even through economic challenges, including the Great Depression, Gossard thrived, becoming a British company in the years following its reorganization. By the mid-century, Gossard had expanded its offerings, producing not only lingerie but also essentials like parachutes and sails for wartime efforts. This adaptability not only kept the company afloat but also established it as a staple in the industry.

Through the 1960s and beyond, Gossard continued to innovate. From pioneering the pantie-girdle to launching the now-iconic “Glossies” line in the 1970s, Gossard maintained its relevance during pivotal cultural shifts, including the sexual revolution. These advances, along with bold advertising campaigns like the legendary “Hello Boys” Wonderbra poster in 1994, solidified Gossard’s place as a cultural icon in lingerie. Today, Gossard remains a leading name in women’s intimate apparel, balancing tradition and innovation in equal measure.

Y2K Gossard Bra Launch

How to tell if Gossard is vintage from the logo

Gossard is an iconic lingerie brand that has evolved over the decades, not only in terms of its products but also through its logo design. By paying attention to the details of the logo, you can often determine the era in which a Gossard piece was produced. From flowing script styles to bold, modern typography, the Gossard logo has undergone notable changes, making it an excellent indicator of vintage authenticity.

1960s to 1970s Gossard logo

• The logo from this era features a delicate, cursive script.
• The font has a flowing and elegant style, typical of the mid-20th century.
• This logo is usually embroidered or printed in a monochrome palette, lending a timeless, classic feel to Gossard products.
• Look for a distinctly hand-written style that gives the brand a personal and luxurious appeal, popular during this period.

1970s to now Gossard logo

• The logo transitions to a much bolder, more modern design.
• The script becomes thicker with rounded edges, emphasizing a more contemporary, fashionable look.
• This logo is much more stylized, with the letters appearing almost as brush strokes, giving the brand a fresh and dynamic identity.
• The use of this design has continued, making it harder to pin down specific products to precise decades, but it marks a clear departure from the previous, more ornate styles.

How to tell if Gossard is vintage from the tags

The evolution of Gossard’s tags over the decades reflects the brand’s storied history in the lingerie and intimate wear industry. From the mid-century designs to the modern era, Gossard has incorporated distinctive lettering, materials, and tag layouts that can help in identifying the vintage era of a garment. As the brand evolved, so did its labels, with some early versions featuring more hand-crafted aesthetics and later tags becoming more standardized and reflective of the materials used during the era.

Can’t identify those vintage tags or labels? Upload a picture on our vintage tag identification page, and we’ll help you out!

1940s vintage Gossard tags

• Tags typically feature blocky, simple lettering in darker shades.
• Brand name “Gossard” appears prominently in basic fonts, often accompanied by “Made in USA.”
• Some tags from this era emphasize the size, typically stitched alongside the main tag.
• Use of thicker, durable fabrics for the labels, consistent with the utilitarian fashion of the time.

1950s vintage Gossard tags

• Logo script becomes more elegant with a cursive style for “Gossard.”
• Tags include fiber content information and care instructions in smaller font.
• Usually rectangular, with the brand name featured at the top and size details below.
• Commonly includes “Made in USA” and size indicators stitched separately.

1960s vintage Gossard tags

• More modernized and standardized look, often with “Gossard” written in bold, italicized script.
• Rectangular labels with size information in a smaller block of text below the brand name.
• Materials and care instructions frequently included, reflecting increasing garment care awareness.
• Tag colors become more varied, though white and black are still dominant.

1970s vintage Gossard tags

• The Gossard logo appears in bold cursive with more intricate details in the font.
• Tags are rectangular and may include fiber content and sizing details on the reverse side.
• Some tags use more decorative scripts for both the brand name and sizing information.
• Introduction of tags that also focus on branding sublines, such as Gossard “Artemis.”

1980s vintage Gossard tags

• Gossard’s branding becomes more refined with sleeker, simpler logos in script form.
• Rectangular labels with size and care information displayed clearly.
• Tags often showcase a clean, modern aesthetic, with the logo prominently at the top.
• The “Artemis” line tags begin to appear more frequently, especially for Gossard’s loungewear collections.

1990s vintage Gossard tags

• The Gossard logo is presented in bold cursive with a sleeker, modern font.
• Tags may include details such as style numbers, fiber content, and size on the reverse side.
• Gossard’s Artemis line tags remain a strong presence, particularly for specific sub-collections.
• More use of nylon or polyester tags, aligning with changes in material technology of the era.