Decades of Lingerie: Iconic Looks from Cosmopolitan’s Archives

Step through history and discover the most daring lingerie styles ever featured in Cosmopolitan Magazine.

By Sneha Tete, Integrated MA, Certified Relationship Coach
Created on

27 Years of Lingerie Evolution in Cosmopolitan Magazine

Cosmopolitan Magazine has long been a bellwether for women’s fashion, sexuality, and empowerment. Nowhere is this clearer than in its bold, colorful presentations of lingerie across the decades. From the revolutionary changes of the 1960s to the audacious statements of the 1990s, each era’s intimate apparel tells a story about shifting tastes, societal pressures, and the playful power of self-expression.

The Birth of a Bold New Era: Cosmopolitan in the 1960s

In 1965, a seismic change shook the foundations of Cosmopolitan Magazine. Under the fearless editorial direction of Helen Gurley Brown, the magazine pivoted from staid literary roots to a vibrant canvas celebrating women’s sexuality, independence, and style. No topic was off-limits—taboos around birth control, abortion, affairs, and sexual liberation featured alongside daring fashion spreads.

A key transformation was the explosion of color photographs, with lingerie editorials embodying both the spirit of the times and the magazine’s new frankness about female pleasure and desire.

  • Pioneering editorial tone: Fewer pages of black-and-white copy, more provocative stories and visuals.
  • Lingerie as empowerment: Early color photo spreads placed intimate apparel in the spotlight as emblems of confidence and individuality.

1960s Lingerie: The Subtle Beginnings

By August 1969, Cosmopolitan featured models in styles considered scandalous for their time. A mint green set—barely-there by period standards—was labeled as “the barest minimum.” This was lingerie that hinted at liberation, visually asserting what the magazine was saying in words: women deserve pleasure, freedom, and choices.

Another example, from September 1969, captured an aesthetic reminiscent of the era’s TV icons, projecting both sophistication and the era’s characteristic nonchalance.

Key 1960s Trends

  • Subdued palettes with pops of pastel.
  • Slim, minimalist shapes: more about hinting than revealing.
  • Early nods to comfort and personal preference in fit and fabric.

The 1970s: Experimentation and Bohemian Flair

The 1970s unleashed a free-spirited approach to intimate wear, blending practicality with a growing taste for bold self-expression. Crochet, lace, and earthy materials made their way into bra and panty sets, reflecting broader cultural trends toward crafts, natural fibers, and personal creativity.

  • Cosmopolitan’s September 1975 spread: crocheted bras captured boho chic and offbeat cool.
  • Male models sporting bold mustaches heralded the playful spirit of the decade.
  • By October 1975, Cosmopolitan was already flirting with ideas echoed much later in movements like #FreeTheNipple, proudly showcasing less structured, more daring designs.
  • November 1975: Romantic wispy white lace pieces served as ideal wedding night lingerie, bridging innocence and seduction.
YearKey Lingerie FeaturesCultural Connections
1969Minimal coverage, pastel palettesSexual revolution, newfound freedoms
1975Crocheted bras, wispy laceBohemian style, artisan flair

1980s: Athleticism, Structure, and Showmanship

As the 1980s arrived, lingerie design pivoted toward structure, athletic forms, and playful nods to past icons. Underwear in the pages of Cosmopolitan took inspiration from the bullet bras of the 1950s while advancing modern elements—more color, sleeker cuts, and an air of unapologetic confidence.

  • June 1982: Editorials embraced leisure and luxury, showing models in loungewear-inspired lingerie adapted for day-to-day comfort—like croquet outfits, but with a twist.
  • November 1982: Considered by some as one of Cosmopolitan’s best spreads. Showcased the full spectrum of lingerie as modern fashion—bright, athletic, and vibrant.
  • January 1987: The re-emergence of defined seaming and cone shapes reminiscent of 1950s bullet bras. The past was proudly reframed for a new generation of power dressers.
  • March 1987: High-waisted, high-cut bottoms—precursors to 1990s swimwear—highlighted the athletic, body-proud ideals of the era. The look was both practical and dramatically sexy.

Influence Table: The Revival of Vintage Styles

EraSignature StyleModern Resonance
1950sBullet bras, girdlesRevived in 1980s and 2020s collections
1980sLeisure-inspired lingerie, high-waist briefsEchoes in athleisure and shapewear trends today
1990sLingerie as outerwear, high-cut bottomsDominant influence in current fashion cycles

The 1990s: Lingerie Goes Mainstream

No longer just for the bedroom, lingerie in the 1990s stepped confidently into the world as overt fashion. Pop culture icons like Madonna championed the underwear-as-outerwear trend, making lingerie an essential element of street style and red carpet ensembles alike.

  • July 1991: Madonna’s sartorial influence radiated through high-profile shoots, marking a pivotal moment where intimate apparel became part of everyday, public-facing style.
  • October 1991: Minimalist black sets forecast the enduring popularity of 1990s aesthetics. These looks continue to resonate with current fashion lovers, proving their longevity.
  • July 1996: Channeling the impending Sex and the City era, Cosmopolitan’s features introduced playful, sleek, and chic interpretations of lingerie for the urban woman on the go.
  • September 1996: Supermodel Claudia Schiffer graced the magazine, turning the so-called “granny thong” into a highly coveted statement piece.

Highlights of Iconic Lingerie Styles by Decade

DecadeDefining FeatureEmpowered Message
1960sMinimalist setsBreaking taboos, embracing freedom
1970sCrocheted/Bohemian flairCelebration of craft, individuality
1980sHigh-waisted, structural cutsBody confidence, athletic femininity
1990sLingerie-as-outerwearVisibility, bold identity in public

Behind the Lens: Editorial Impact and Social Change

Cosmopolitan’s lingerie editorials chronicled more than mere garment trends—they captured changing attitudes about women’s roles, bodies, and desires. The magazine’s embrace of sexuality and self-presentation helped destigmatize intimate apparel, supporting a culture where women could choose lingerie for themselves, not just to please others.

  • Editorial Vision: Helen Gurley Brown drove the publication toward fearless, honest storytelling—an ethos still celebrated in fashion media today.
  • Cultural Influence: Each decade’s defining looks reflected and reinforced women’s shifting positions in society, from housewife to office trailblazer to independent icon.

Lingerie Trends: Then and Now

Fashion is cyclical, and many once-scandalous trends have migrated from Cosmopolitan’s glossy pages to mainstream retailers. Designers frequently revisit high-waisted cuts, intricate lace, and lingerie as daywear, affirming the enduring relevance of these styles.

Major Recurring Elements Seen in Modern Fashion:

  • Transparency and lace
  • Bold colors and structured shapes
  • Comfort-driven fabrics
  • Mix of vintage inspiration with modern edge

Today, lingerie both nods to tradition and pushes boundaries. It represents identity, confidence, and artistry. Retailers, influencers, and consumers alike draw direct inspiration from the legacy of Cosmopolitan’s fearless fashion spreads—demonstrating how underwear, once hidden, is now an enduring symbol of self-expression and feminine power.

Frequently Asked Questions (FAQs)

Q: How did Cosmopolitan’s editorial team choose which lingerie styles to feature?

A: Selections were influenced by emerging designers, shifts in societal attitudes, and a desire to push boundaries, giving priority to styles that reflected contemporary issues in sexuality and fashion.

Q: What made the lingerie spreads in Cosmopolitan unique compared to other magazines?

A: Cosmopolitan’s spreads stood out due to their frank, celebratory tone, emphasis on women’s empowerment, and vibrant full-color photography—a notable departure from the restrained or merely functional presentations common at the time.

Q: Are there some vintage lingerie trends from Cosmopolitan that are back in style today?

A: Yes, many. High-waisted briefs, bold lacework, bralettes, and even visible slips have all reappeared as modern staples, often reinterpreted with updated materials and silhouettes.

Q: What is the cultural significance of lingerie-as-outerwear?

A: Lingerie-as-outerwear challenges traditional divisions between public and private, celebrating the confidence to display what was once hidden and embracing the body as a canvas for fashion.

Q: How did the role of models and celebrities influence lingerie trends?

A: High-profile models and celebrities like Madonna and Claudia Schiffer helped popularize and legitimize daring lingerie looks, making them not just acceptable but desirable in mainstream fashion. Their influence was often amplified through memorable Cosmopolitan editorials.

Sneha Tete
Sneha TeteBeauty & Lifestyle Writer
Sneha is a relationships and lifestyle writer with a strong foundation in applied linguistics and certified training in relationship coaching. She brings over five years of writing experience to thebridalbox, crafting thoughtful, research-driven content that empowers readers to build healthier relationships, boost emotional well-being, and embrace holistic living.

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