The 1940s is a period in American, and even world history, that has been widely acknowledged for the elaborate and creative fashions, hair, and makeup of the time. The era combines elegant and seamless style with practicality and comfort. This was a surprise to those who lived in the decade and even those beyond due to the remembrance of shortages and difficulties.
There were two very distinctive styles in the 1940s, from the beginning of World War 2 in 1939 to the beginning of the "New Look" in 1947. The style at the beginning of the second World War evolved from the styles of the late 1930s only with dresses shortening, and the hairstyles and makeup becoming more elaborate.
There were two very distinctive styles in the 1940s, from the beginning of World War 2 in 1939 to the beginning of the "New Look" in 1947. The style at the beginning of the second World War evolved from the styles of the late 1930s only with dresses shortening, and the hairstyles and makeup becoming more elaborate.
Advertisement for common fashions of the early 1940s
Many of the fashions for the women back home were directly affected by the war effort such as the restriction of the usage of raw materials and textiles in non-war products . These restrictions were placed upon the amount of fabric being used on clothing and how clothing could be designed, promoting a "patriotic duty".
Silk and nylon are examples of heavily restricted materials , making stocking extremely difficult to find, and thus the restoration of leg makeup came about. Leather was another difficult material to obtain, and as a result, shoes were primarily made from canvas with heels and shoe soles being made from wood and cork.
Silk and nylon are examples of heavily restricted materials , making stocking extremely difficult to find, and thus the restoration of leg makeup came about. Leather was another difficult material to obtain, and as a result, shoes were primarily made from canvas with heels and shoe soles being made from wood and cork.
Posters from the decade that would be common to see around asking women to conserve
Dresses of the period were typically above-knee length, shorter than the 1920s and 1930s dresses and featured shoulder pads, leftover fashion from the 1930s. The most common style of the period was the sharp, poised, military-look. Dresses hugged the waist, buttoned down at the front and were belted at the waist. Gathers were used at the shoulders and the waist to shape bust to be fuller and keep the waistline trim.
Ad for women's dresses showing off the shoulder pads
With all the men overseas, women entered the workforce and choose clothes that were far more practical for work such as pants and overalls. Hair for work was pulled back and covered by handkerchiefs to avoid injury from the machinery. Women even wore these clothes outside of work due to their growth in popularity.
Typical women's attire for work during the war
The decade included women transitioning away from the corset and into two separate undergarments, the brassiere and the gridle (with wired brassieres being introduced at the end of the 1940s). Padded brassieres made an appearance, obviously creating a fuller and more pointed look to breasts. After the war, stocking came back into the markets, inspiring "nylon riots" due to women fighting over the newest shipment of nylons.
Makeup included translucent powders applied to the face with red lipstick still being the most popular lip color. Red nail polish was also still popular after many years and eyeliner still being black.
Makeup included translucent powders applied to the face with red lipstick still being the most popular lip color. Red nail polish was also still popular after many years and eyeliner still being black.
Photo of a women wearing the common makeup of the decade
At the end of the second World War in 1947, France was liberated, and the now-famous designer, Christian Dior, introduced his first published designs. The fashion he created, called the "New Look", used much fabric, softened the shoulders, and emphasized the bust and hip areas, pinched the waist, and used a full skirt. Many at first believed the design to be too scandalous and far too fabric wasting. The outrage coming from most were European women, still reeling from the war, and severely injured the famous model. The look, strangely, became more popular especially in the US where fabric was plentiful. This New Look would eventually be the standing style of the following decade.
Christian Dior's famous New Look photo, that enchanted some and angered many at the time
The fashions of the 1940s were conservative at the beginning, becoming more liberal towards the end with the introduction of the New Look. The government (and men in general) were not concerned with what women wore in the mid-decade due to the war. Women of the decade were helpful to the country in a time of war and reflected that from the use of pants and overalls. Fashion became liberal when Dior introduced his new fashion ideas and set the standard for the 1950s, reflecting what men wanted women to look like.
