La faja Soras

Con una melodía algo ratonera, los anuncios de las fajas Soras poblaron las emisoras de radio durante varias décadas: «Su faja, señora, Sooooooras, a todas las horas, Sooooooras». Soras dominó la escena en los años 70, justo cuando las españolas comenzaban a marcar derrière llevando pantalón. Pero hay que remontarse a allá por 1886, cuando una marca alemana había comenzado a crear ropa interior «técnica» que adelgazaba visualmente la figura. Era Triumph, que a partir de los años 30 comenzó a abrir filiales en todo el mundo. Tras una década de los felices 20 en que las señoras había llevado vestidos rectos y bailaban el charlestón, se había comenzado a reclamar una mayor sujeción y control de la silueta para ajustarse a los nuevos cánones de belleza. Los talleres de confección Soras se hicieron famosos por sus avances técnicos, su buen producto y, especialmente, sus anuncios en prensa y radio durante muchos años. Desde su sede central en el barrio de Tetuán de Madrid, ideaban no solo fajas, sino también corsés y souties. Chicas atractivas y señoras imponentes conquistaron las páginas de periódicos y revistas con sus anuncios. Con el tiempo, la prenda interior que inicialmente fue más propia de señoras mayores, pasó a ser habitual entre las algo más jóvenes que querían lucir perfectas con sus recién estrenados pantalones de campana y botas de plataforma. En los años 80 su uso quedó restringido a un público de más edad y la mera idea de la faja suponía en si una imagen de antilujuria. Pero como todo vuelve, en los 90 los brassières de Wonderbra protagonizaron la escena con una Eva Herzigova bajo cuya imagen estaba escrita la frase: «Mírame a los ojos; he dicho a los ojos». En pleno siglo XXI, las Kardashian posan en faja y la prenda sube enteros. Cosas del guardarropa femenino.
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