FASHION after WORLD WAR II
In 1945, World War II was officially ended, and the sovereignty of France was returned. End of World War II did not immediately change the fashion industry.Clothing rations and fabric restrictions endured some time after as the economy changed slowly from a war economy toward peace.
RECONSTRUCTION OF PARIS AS A FASHION CAPITAL
Fashion houses were reopened, new designs developed. Slowly the fashion industry started to flourish after World War II. Fragile feminity was seen in the form of soft shoulders, stiletto heels, wrist length gloves and full billowing skirts. Even working women’s outfits hinted at fragility, with pencil-slim skirts, little hats withh veil and feathers. Hemlines went up!
The saving of fashion in France was aided by Christian Dior who opened a couture house in 1946 with a clothing line utilizing cotton. His first line in 1947 encouraged women to be luxurious.
Christian Dior, who served as a French officer for one year, decided that French women needed, a new look.
The New Look consisted of everything the war did not allow,feminine & beauty. It encouraged small waists, excessive fabric, and luxury.
WHY THIS RECONSTRUCTION TOOK PLACE?
The women of France, who spend years surviving under Nazi rule and the effects of the WORLD WAR wanted to feel beautiful again, hence the revitalization of the fashion industry. Fashion was a way for women to self-express themselves once again.
FASHION AWARNESS IN AMERICA!
A new world consciousness emerged as Americans became aware of other places. Tropical prints became popular and featured exotic florals such as palm fronds and hibiscus blooms.
The colors and styles of Mexico and Latin America brought new colors like terra-cotta and turquoise to women who craved brightness and fun.
SIGNIFICANT FASHION CHANGES COMPRISED OF:
1-ARTIST INSPIRED CLOTHING
Peasant blouses and skirts offered a soft, cool femininity for warm weather inspired by the popular Mexican artist Frida Kahlo.
2-RETURN OF NYLON STOCKINGS TO THE HIGH STREET!
When rations were eased after the war, it led to queues that ran out the doors and down the block — leading to “nylon riots” in some places. Some 40,000 women lined up outside a store in Pittsburgh that had 13,000 stockings, while a shop in San Francisco had to stop selling stockings after it was mobbed by 10,000 people. Demand stayed very high throughout the 1940's that DuPont demanded payment in advance for all purchases, even from the most reputable accounts.
3-BABY BOOM!
Due to the baby boom, there was a high demand for clothing for children. Children’s clothing began to be made to a higher quality, and some even adopted trends popular with teenagers; many boys started wearing jeans to Elementary school. Many girls’ and young women’s dresses were styled after those of the older women.
4- ZOOT SUIT
During and after the war, oversized zoot suits were worn by rebellious teenagers, hep cats, and gang members, especially African-Americans, Italian-Americans.
5- MENSWEAR
As wartime restrictions on fabric eased, trousers became fuller, and were usually styled with cuffs,& men’s suits were broad-shouldered and often double-breasted.
6- HAIRSTYLES AFTER WORLD WAR 2
MEN
Men’s hair fashion favoured the wet look.
BOYS
Young men often grew their hair out.
WOMEN
Women hair was short and curled with the New Look, and hats were essential.
GIRLS
They adopted the ponytail.
7-Accessories
Because jewellery was also on the ration, innovative ways were found to create bespoke items.
This plastic bracelet was reputedly made from the windscreen of a crashed German aircraft.
In conclusion, the sweeping political and social changes had a direct relation to the fashions that people wore. From women wearing The New Look dresses of 1947 to the gray-flannel-suited businessmen of the early 1950's to the dangerous-looking greasers of the late 1950's, the way people dressed reflected their attitudes about the changing social and political climate of the period.
BIBLIOGRAPHY & REFERENCES
SMRUTI GUPTA, FBM 2018–19 STUDENT AT ISDI.
BLOG FOR THE CULTURAL HISTORY OF FASHION BUSINESS.
SUBJECT TEACHER- BELINDA BAWA.
