Wacoal – A new standard for a beautiful body

1959~

Based on Wacoal’s years of research into the shape of the female body, this corporate advertisement presented a new standard of new proportions as the company’s “Golden Cannon.” Filling a full newspaper page, the first advertisement proclaimed a Japanese women’s standard of beauty rather than the Western concept of beauty, followed by a bust version, hips version and waist version.

Client

Wacoal

Art Director

Sasaki Yutaka

Designer

Sasaki Yutaka, Koiso Yoji

Copywriter

Seino Kaoru

Photographer

Nakamura Kazu*

1995

*:Non-NDC staff

Share on

OTHER WORKS