1963 and spring 1964, the Western fashion trends were dominated by plunging necklines, while the movie goers were charmed by movies like Tom Jones that portrayed "aggressive cleavages". Lingerie and Shapewear manufacturers like Warner Brothers, Gossard, Formfit, and Bali took the opportunity to market plunge bras. A plunge bra covers the nipples and bottom of the breasts while leaving the top part bare making it suitable for low-cut tops and deep V-necks. It also has a lower, shorter and narrower center gore that maintains support while increasing cleavage by allowing the gore to drop several inches below the middle of the breasts. Plunge bras comes in different depths that provide great cleavage. Like a push up bra these have some padding and provide support, as well as to help push the breasts together and create cleavage. Bali and Vassarette also marketed lace bras that maximized cleavage. The first push-up bra was created in 1964 by Canadian Louise Poirier and patented for Wonderbra (trademarked in 1935), then owned by Canadelle, a Canadian lingerie company in 1971. A push up bra is designed to press the breasts upwards and closer together to give a fuller appearance with help of padded cups, differing from other padded bras in location of the pads. It leaves the upper and inner area of breasts uncovered adding more cleavage. These are available in many designs and every size starting from A to E. Most of the push-up bras have underwires for added lift and support, while the padding is commonly made of foam. 1990s onward The Wonderbra brand was acquired, in 1994, by Sara Lee Corporation and, since 2006, licensed to HanesBrands Inc and Sun Capital for different markets. It had 54 design elements, including a three-part cup, underwires, a precision-angled back, rigid straps, and removable "cookies". When the push-up plunge bra first appeared in the US market one Wonderbra sold every 15 seconds, driving a first year sale of US$120 million. The bra became one of the most complex pieces of lingerie ever created. In 1994, supermodel Eva Herzigova's cleavage photographed by Ellen von Unwerth for Wonderbra's controversial advertising campaign Hello Boys helped shape the ideal of women, an experience Herzigova described as "empowering". In 1999, the advertising poster was placed at 10th position in the Poster of the Century competition compiled by trade magazine Campaign. In 2011, it was voted the top advertising campaign of