1930–1945 in fashion

The most characteristic North American fashion trend from the 1930s to the end of World War II was attention at the shoulder, with butterfly sleeves and banjo sleeves, and exaggerated shoulder pads for both men and women by the 1940s. The period also saw the first widespread use of man-made fibers, especially rayon for dresses and viscose for linings and lingerie, and synthetic nylon . The zipper became widely used. These essentially U.S. developments were echoed, in varying degrees, in Britain and Europe. Suntans (called at the time "sunburns") became fashionable in the early 1930s, along with travel to the resorts along the Mediterranean, in the Bahamas, and on the east coast of Florida where one can acquire a tan, leading to new categories of clothes: white dinner jackets for men and beach pajamas, halter tops, and bare midriffs for women.

Fashion trendsetters in the period included The Prince of Wales (King Edward VIII from January 1936 until his abdication that December) and his companion Wallis Simpson (the Duke and Duchess of Windsor from their marriage in June 1937), socialites like Nicolas de Gunzburg, Daisy Fellowes and Mona von Bismarck and such Hollywood movie stars as Fred Astaire, Carole Lombard and Joan Crawford.

The lighthearted, forward-looking attitude and fashions of the late 1920s lingered through most of 1930, but by the end of that year the effects of the Great Depression began to affect the public, and a more conservative approach to fashion displaced that of the 1920s. For women, skirts became longer and the waist-line was returned up to its normal position in an attempt to bring back the traditional "womanly" look. Other aspects of fashion from the 1920s took longer to phase out. Cloche hats remained popular until about 1933 while short hair remained popular for many women until late in the 1930s and even in the early 1940s. The Great Depression took its toll on the 1930s womenswear due to World War II which dates from 1939-1945. This greatly affected the fashion of how women dressed during the 1940s era. According to Shrimpton "Committed to ensuring the fair distribution of scarce but essential resources, namely food, clothing, and furniture, the government introduced a comprehensive rationing scheme based on allocation of coupons - a system deriving, ironically, from the German rationing plan devised in November 1930." Because clothes were rationed and fabric was scarcer, the hem lines of dresses rose to knee length. The main sort of dress in the 1940s included features such as an hour glass shape figure, broad shoulders, nipped in high waist tops and A line skirts that came down to just at the knee. Many different celebrities who embraced this type of style such as Joan Crawford, Ginger Rogers, Barbara Syanwyck, and Ava Gardner. Even though daywear dresses were influenced by the war, evening dresses remained glamorous. Women's undergarments became the soul of fashion in the 1940s because it maintained the critical hourglass shape with smooth lines. Clothes became utilitarian. Pants or trousers were considered a menswear item only until the 1940s. Women working in factories first wore men's pants but over time, factories began to make pants for women out of fabric such as cotton, denim, or wool. Coats were long and down to the knee for warmth.

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