Wonderbra's 1994 “Hello Boys” advert was one of the most well-known and sensational, attracting criticism that it was demeaning to women.
But its star, model Eva Herzigova, has insisted the poster was “empowering”, adding she believes it changed modern advertising for good.
The advert, above, featured the Czech-born model in a black “Sarah Lee” Wonderbra and knickers with the slogan “Hello Boys.”
Despite the controversy, the image, shot by Ellen von Unwerth, came 10th in the Poster of the Century competition compiled by trade magazine Campaign in 1999. In 2011, it was voted the top advertising campaign of all time in a poll by Outdoor Media Centre.
It also featured in an exhibition at the Victoria and Albert Museum. Herzigova, now 41 and a mother of three, told the Standard: “My Wonderbra campaign empowered women. It didn’t degrade them like some said or say.
“It was controversial at the time, sure — but it made waves and you can see its influence still today. It was one of the most successful advertising campaigns in history and I am so proud to be a part of it.”
The model was speaking at the launch of the Form and Desire — “The Cal” — Pirelli Collection exhibition this week at the Royal Palace in Milan.
The exhibition contains some of the most famous calendar images from 50 years including shots of Kate Moss, Naomi Campbell and Herzigova herself, who was a Pirelli model in 1996 and 1998.
It will be based in the city for three months before touring the world.
