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The Age of Austerity

The shock of the outbreak of World War II was incalculable. Almost overnight, glamour disappeared in Europe.

Materials were in scarce supply, and only the most basic fabrics were easily available. Women in military uniform promoted the hourglass silhouette, and with the bust accentuated, shorter hemlines fell to just above the knee. Inevitably, this drew attention to the legs and as nylons were in short supply, some women resorted to drawing a seam down the back of their legs with eyeliner.

British and American governments backtracked on initial decisions and allowed women bras and lipsticks to raise morale and women tended to have sleeker figures.

The US did not experience extreme wartime rationing and for the first time the US lingerie manufacturers, outstripped its European competitors.

Fabric restrictions were lifted in the U.S. in 1946, and the tiny waist, fashionable "New Look" of 1947 by Christian Dior, was relatively short lived; although women strove to imitate the look with the tiny waist and full skirts, they were not prepared to wear the waist-reducing "cinchers", which were required to create the essential hourglass figure. In addition, many European women could not afford the vast amount of material required for the full skirts.

Nevertheless, the desire to leave behind the utility and austerity of the war years prevailed and Hollywood continued to assert its influence on fashion throughout the world.

Pre Twentieth Century

The 1900's

A New Era and a New Look

The Roaring Twenties

The Depression & Hollywood Glamour

The Age of Austerity

Rock and Roll

The Age of Aquarius

Disco Fever

Power Dressing & Designer Labels

"Hello Boys"

A New Century