I came across an ad-article for Gossard Corsets in the March 1919 issue of Women's Home Companion, and was intrigued by their take on "What the War Has Taught Us About Corsets." Or rather, I was interested in how the conclusion presented is almost diametrically opposed to every modern narrative I've heard about how corsets interacted with women's expanded sphere of activity during WWI.
What the War Has Taught Us About Corsets
NEVER in in the world's history has any one article of clothing been so prominently brought before the world as an economic force, as has the corset by the part it played in the Great War.
It was demonstrated to the Governments of Europe in the early stages of the conflict that women could not stand the burden of their unaccustomed duties unless they were properly corseted.
Thousands broke down under the strain of the new work and production suffered. When these same women were put into proper corsets, sickness decreased and in many instances production was practically doubled.
From then on corsets were recognized as an essential in war work and when America's women responded 35,000,000 strong to their Country's call GOSSARD Corsets The Original Front Lacing Corsets [emphasis original] were privileged to contribute, in a large way, to the important duty of preserving their health and efficiency.
Daily it was demonstrated that the correctly corseted woman was capable of greater and more sustained effort than her uncorseted or poorly corseted sister. The hygienic body support of a correctly designed and fitted corset kept thousands of willing workers well and sustained that splendid woman power that was one of the greatest forces contributing to the conclusion of a successful peace.
Not only has the war taught every thinking woman the value of correct corseting; it has taught her the wisdon of buying only corsets that are hygienically correct; it has taught her to be fitted carefully and to adjust her corset each time it is worn so she may realize its full benefit and service.
Even allowing for bias (the whole point of this ad is to sell corsets), the fact that this ad was written in this way indicates that someone in 1919 thought 'corsets help you work better and achieve more' was a plausible and persuasive line or argument for other people in 1919. Which is a useful data point to keep in mind when evaluating the claim that corsets fell out of favor because women started doing a wider variety of active work during the later 1910s.Gossard Corsets are the complete expression of modern corsetry. If possible, the new Spring and Summer corsets are superior to those of the past season which were generally acknowledged to be without equal in meeting the needs of active womanhood from the stand point of comfort, hygiene and style.