Young Blonde Girl Undresses From The Blue Underwear In The Museum

As dancing became a favourite pastime of young flappers, the garter belt was invented to keep stockings from falling. The increased sexual awareness of the flapper also made underwear sexier than ever before. It was the flappers who ushered in the era of lingerie.
A Russian immigrant named Ida Rosenthal further developed the brassiere in this decade when she introduced modern cup sizes in 1928 for her company, Maidenform.
• 1930s and 1940s
Modern men's underwear was largely an invention of the 1930s. On 19 January 1935, Coopers Inc. sold the world's first briefs in Chicago. Designed by an "apparel engineer" named Arthur Kneibler, briefs dispensed with leg sections and had a Y-shaped overlapping fly. The company dubbed the design the "Jockey" since it offered a degree of support that had previously only been available from the jockstrap. Jockey briefs proved so popular that over 30,000 pairs were sold within three months of their introduction. Coopers, having renamed the company Jockey, sent its "Mascul-line" plane to make special deliveries of "masculine support" briefs to retailers across the US. In 1938, when Jockeys were introduced in the UK, they sold at the rate of 3,000 a week.