The Wonderbra is a type of push-up brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked in the U.S. in 1935, the brand was developed in Canada. Moses (Moe) Nadler, founder and majority owner of the Canadian Lady Corset Company, licensed the trademark for the Canadian market in 1939.
By the 1960s the Canadian Lady brand had become known in Canada as "Wonderbra, the company." In 1961 the company introduced the Model 1300 plunge push-up bra. This bra became one of the best-selling Canadian styles and is virtually identical to today's Wonderbra.
In 1968 Canadian Lady changed its name to Canadian Lady-Canadelle Inc., was sold to Consolidated Foods (now Sara Lee Corporation), and later became Canadelle Inc. In 1991 the push-up Wonderbra became a sensation in the UK, although it had been sold there since 1964 under license by the Gossard division of Courtalds Textiles. Sara Lee Corporation did not renew Gossard's license and redesigned the push-up style for the reintroduction of the Wonderbra to the U.S. market in 1994.
Since 1994, the Wonderbra has expanded from the single push-up design into a wide-ranging lingerie fashion label in most of the world.