Gossard
Lingerie brand by Henry Gossard inspired by Sarah Bernhardt's corsetry. 1940s-50s tags show American founding-era branding; 1960s-70s British company era with elegant cursive script; 1980s-90s Wonderbra collaboration era.
- Origin
- England
- Founded
- 1901
- Category
- High Fashion
- Documented eras
- 6
How Gossard labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1901–1939
1940s Founding American Tags
Henry Gossard founded the brand in Chicago in 1901, inspired by Sarah Bernhardt's corsetry. 1940s tags represent the final American chapter before becoming a British company.
- American founding-era branding.
- 'Gossard Line of Beauty' slogan.
- Chicago origin notation.
How to spot it
'Gossard Line of Beauty' + American origin = 1940s Chicago founding era.
Value signal
Very high — 1940s American Gossard is extremely rare.
1940–1959
1950s British Company Tags
Post-WWII Gossard transitioned to a British company after Associated Apparel Industries reorganization. The 'Gossard Line of Beauty' continued.
- British company era branding.
- Elegant lingerie tag format.
- Post-war quality manufacturing.
How to spot it
British company mark + 1950s garment = post-transition era.
Value signal
High.
1960–1969
1960s Elegant Cursive Era Tags
The 1960s Gossard tags feature the delicate cursive script with flowing elegant style that defined the brand's British peak.
- Delicate flowing cursive 'Gossard'.
- Monochrome palette on label.
- Hand-written style elegance.
How to spot it
Delicate flowing cursive Gossard = 1960s British lingerie peak.
Value signal
High — 1960s Gossard with elegant cursive is a key collector era.
1970–1979
1970s Glossies Era Tags
The 1970s saw the launch of Gossard's iconic 'Glossies' line during the sexual revolution, a pivotal era for the brand.
- Glossies sub-line tags on sheer lingerie.
- Sexual revolution era branding.
- Updated tag aesthetic.
How to spot it
'Gossard Glossies' tag = 1970s cultural turning-point era.
Value signal
High — 'Gossard Glossies' has strong vintage collector appeal.
1980–1989
1980s Wonderbra Collaboration Tags
Gossard manufactured the Wonderbra under license. The 1994 'Hello Boys' campaign was the most famous lingerie ad of the 1990s.
- Gossard Wonderbra sub-label tags.
- British lingerie manufacturing.
- Pre-Wonderbra independent label era.
How to spot it
'Gossard Wonderbra' tag = 1980s–early 90s collaboration era.
Value signal
High — Gossard Wonderbra pieces are culturally significant.
1990–2010
1990s–2000s Modern Tags
Post-'Hello Boys' campaign era. Gossard continued as a leading British lingerie brand with updated modern branding.
- Modern Gossard wordmark.
- Contemporary lingerie tag format.
- Global retail care label.
How to spot it
Modern Gossard tag = 1990s–2000s.
Value signal
Moderate.