Home \ Past : A New Era and a New Look

A New Era and a New Look

In 1910, on both sides of the Atlantic, there was an atmosphere of optimism, wealth, and peace. However, a revolution in the way that women thought of themselves was just around the corner as well as the so-called Great War.

Women discarded the corset from 1915 onwards; one of the causes was the tango dance craze, which swept through the Americas and Europe. However, World War 1 sounded the death knell for old-fashioned corsets and women never reverted to the contradictory constrictions of corsets and the excesses of petticoats.

In 1913 the brassiere made its first appearance, supposedly, when a young girl called Mary Phelps Jacobs invented a new type of bra. She lost out though because being 14 and sweetly naive, she sold the patent to Warners for just $1500 and the rest is history.

Who exactly invented the bra is a matter of debate, however by 1916 a British magazine was remarking, "French and American women all wear them and so must we". Many of the brassieres, beautifully made from silk and fine cotton, were delicately trimmed and embroidered.

After WWI, fashion started on its journey to androgyny and youthful ideal, and there was another entirely new phenomenon, which was to propel this notion - Hollywood.

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