1940-1950

In this period World war 2 took over starting in 1939 and ending in 1945, this changed everything including fashion. As rationing became a big thing after the war because of the war, rationing clothes was also introduced. Because of extreme rationing and different living conditions people got used to a different way of life; women had to work, they got used to wearing trousers, which in earlier eras would never be accepted. People and the Media began to strive for victory/ peace such as when vogue began new slogans like ‘dig for victory’. Vogue ran articles on “your one and only dress”. Silk and other materials were banned from public use. Rations even meant that American Soldiers became a source for nylon stockings.

The war brought the country together as a unit. Military detailing on civilian clothing gave the wearer a sense of unity. Even some Wedding dresses were designed with a utility, uniform line in mind this allowed even fashion of public to feel like they were supporting they country in this rough time and believed they could win, many people showed this by adapting there clothing like this to show unity. Materials that were needed for military purposes were restricted for civilian use. Utility and practicality became more fashionable and “Rosie the Riveter” was created as a role model.

 

 

Due the large amount of work load women were called in to do as the men were off fighting they had to adapt their clothing and style to the work place bringing a social and cultural change. This meant that women working in factories would have to wear overalls and have to have their hair tied up for health and safety.  Slacks, once considered scandalous and fit only for the boudoir, gained popularity.

 

February 1947 brought one of fashion history’s most dramatic events – Christian Dior’s explosive first collection hit the runway. He named the collection the Corolle line however it was better known by public and press as ‘New Look’. This was a positive end to the war and had an explosive effect on public as the style became a craze; rounded shoulders, exaggerated bust lines, wasp waists and padded hips and long, often extravagantly full skirts that required an exorbitant amount of fabric.