American accessories brand Fashion Forms was born in the late 90s and has made a mark for itself in intimate apparel history ever since. Anne Deal, the founder of Fashion Forms, comes from a family of entrepreneurial retailers and she herself started out as a buyer for intimate apparel with hopes and dreams of opening her own business.

The year 1987 saw Anne Deal launch Freedom Forms in Florida which was soon relocated to California and renamed as Fashion Forms relying on its one hot product – the Adhesive Body Bra - and an undying passion to “help women look and feel shapelier, sexier and more physically free”. In less than 10 years, Fashion Forms emerged as the nation’s leader in bra accessories with constant and consistent innovations in dressing up solutions like water push-up pads, shoulder cushions, adhesive bras and more.

Very soon, Fashion Forms became the exclusive US distributor for patented products: StrapMate® and Staykups™, Peel N' Stick Cups™, NuBra®, and NuBra® Ultralite™. That’s when Ms. Deal thought of expansion and eventually ventured seriously into the bra category by introducing The Original Water Push Up Bra™ to the US in 1997.

It was Ann's intuition that told her women needed a 'smarter' bra. Keeping this in mind, she developed the Original Water Bra and presented it to the world as one of the greatest non-surgical concepts in bust enhancement. Women could now increase their bust size with a natural look and feel that too without suffering the cost and risk of cosmetic surgery.