The corset La Gracieuse was advertised for the first time in August 14, 1880, by the well renowned fashion retailer Henric Labatt in Stockholm. The product was a novelty in Swedish marketing: the first branded corset, one of first branded mass-consumer goods in Sweden, and the first corset in Sweden being marketed through the use of an image. The purpose of this article is to explore the somewhat dubious success of La Gracieuse. The first section analyzes the new marketing methods used by Henric Labatt, as well as the catching up by competitors and the waning of the brand, more than 15 years after the first ad, both as a marketed product and as a fashionable corset. The second part analyzes the ambiguous success of La Gracieuse. While we know nothing of sales and quantities, we do have a large trail of satirical, moralist and misogynist texts written by men, using La Gracieuse (and no other brand) as a target for fashion criticism. It is possible that this fierce criticism of La Gracieuse as a symbol of the immorality and harmfulness of modernity made the corset more widely known.