Intimate Apparel | Disneyland

The Intimate Apparel shop, also known as the “Wizard of Bras,” was one of the more unique attractions on Disneyland’s Main Street, U.S.A. when the park opened in 1955. This shop was a true representation of Disneyland’s early attempts to offer a wide array of experiences, showcasing the evolution of women’s undergarments from the Victorian era to the contemporary designs of the 1950s. The shop featured a front porch where men could wait while women browsed the intimate apparel inside, a detail that added to its quaint and unique charm. Despite its novelty, the shop closed in December 1956 when its sponsor, the Hollywood-Maxwell Brassiere Company of Los Angeles, chose not to renew their sponsorship.

The shop was split into two sections, one focusing on the historical aspects of intimate apparel, and the other showcasing the latest in bra and petticoat fashion. This setup not only provided a shopping experience but also an educational one, with the “Wonderful Wizard of Bras” serving as a mechanical host to guide visitors through the exhibit. This wizard was part of a display that included a revolving stage, showcasing intimate wear from the 1890s alongside the then-current fashions, demonstrating the evolution of women’s underwear. The shop was part of Disneyland’s efforts to populate Main Street, U.S.A. with businesses that reflected the American experience from the late 19th to early 20th centuries.

Despite its short lifespan, the Intimate Apparel shop remains a curious footnote in Disneyland history, illustrating the park’s original intent to blend entertainment with educational content. The space that once housed the Intimate Apparel shop has been repurposed, but the legacy of this unique establishment continues to fascinate Disney historians and fans alike.