Practical and yet feminine: The Second World War changed people's lives dramatically - which is also reflected in 1940s fashion. Material shortages and the increasing number of working women meant that fashion designers had to find creative solutions.
1940s clothing had to be practical, affordable and long-lasting. In Great Britain, the "Civilian Clothing Order" law penalized unnecessary elements of personal clothing as "unpatriotic". Skirts became shorter due to lack of fabric, but the A-line skirts of the decade were also perfect for work or for riding a bike. Knitted pullovers and cardigans could be worn with both skirts and trousers, and often sported the "Fair Isle" pattern for using up leftover yarn. Men's suits were made into women's suits, because "make do and mend" was the motto and the fabric was to good to be thrown away. Men and women worked for the war effort, so it is no surprise that a lot of stylish elements like wide shoulders were borrowed from uniforms, even inspiring the Haute Couture collections of the day.
Jumpsuits and dungarees in the style of iconic poster girl Rosie The Riveter ("We can do it!") were very popular. Rosie's polkadot headscarf in the world-famous poster had a very practical reason: It kept long hair at bay to avoid accidents with machinery, which could be fatal. Outside the factories, scarves, berets and turbans kept women's heads neat.
When the war ended in the mid-1940s, women longed for luxury after years of deprivation and austerity. The ladies of the Forties found inspiration in Hollywood's screen stars such as Joan Crawford, Rita Hayworth and Katharine Hepburn: in the movies, wide skirts and dresses were belted at the waist to emphasize a perfect figure, opulent fabrics were used and elegant stockings made perfect legs. Elaborate hats and headpieces completed the look. Towards the end of the 1940s, Christian Dior's New Look brought back the hourglass silhouette and re-invented the crinoline.
If you are looking for 1940s style vintage fashion, you will find a wide selection in our online shop and in our Frankfurt store. Great Forties-style dresses and skirts, classic suits, wide-leg trousers, cardigans and pullovers, stockings and belts are waiting for you here!
