
The 1940s
1940–1949
Coupons, square shoulders, and make-do-and-mend - a decade dressed by war rationing, right up until Dior's New Look tore up the rulebook in 1947.
Silhouettes
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The Draped Evening Silhouette
Long, fluid, body-skimming evening gowns shaped by draping and pleating rather than boning - the decade's glamour line, kept alive by Paris couturiers and Hollywood costume departments alike.
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The Postwar Softening Silhouette
The late-decade move from squared utility shoulders to sloping shoulders, longer skirts, and a cinched waist - the slow build-up to, and messy aftermath of, Dior's 1947 New Look.
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The Slacks Silhouette
High-waisted, wide-legged trousers worn with a tucked-in blouse or sweater - the silhouette that moved women's trousers from Hollywood novelty to everyday working wardrobe.
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The Sweater Girl Silhouette
A close-fitting knit sweater over a structured, pointed bra and a high-waisted skirt - Hollywood's pin-up silhouette, built almost entirely on what was worn underneath.
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The Utility Silhouette
Squared, padded shoulders over a narrow waist and a short, slim skirt stopping just below the knee - the defining wartime shape, and one dictated as much by fabric regulations as by taste.
Designers
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Adrian
MGM's star costume designer, who left the studio in 1941 to open his own Beverly Hills salon - taking Joan Crawford's famous padded shoulders with him into American ready-to-wear.
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Claire McCardell
The American designer who used wartime restrictions as a design brief - the Popover dress, ballet flats for the street, and the practical, mass-produced sportswear that became the 'American Look.'
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Lucien Lelong
The couturier who, as head of the Paris couture trade body, talked the German occupiers out of moving French fashion to Berlin - and whose house trained both Christian Dior and Pierre Balmain during the war.
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Madame Grès
The Paris couturière whose hand-pleated silk jersey gowns turned draping into sculpture - and who openly defied the occupiers, showing a collection in the colours of the French flag.
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Norman Hartnell
The royal dressmaker who helped design Britain's government-backed Utility clothing in 1942 - and then made Princess Elizabeth's 1947 wedding dress, paid for partly with clothing coupons.
Garments
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The Siren Suit
A one-piece, zip-front boiler suit designed to be pulled on over nightclothes when the air-raid siren sounded - a wartime practicality that briefly became genuine fashion.
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The Tea Dress
A knee-length day dress in printed rayon crepe, with gathered shoulders, a V or sweetheart neckline, and a gently flared skirt - the decade's everyday dress, and its most copied one today.
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The Turban and Headscarf
A length of fabric wrapped and knotted around the head - factory safety gear, a disguise for unwashed hair, and in occupied Paris, an act of quiet defiance.
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The Utility Suit
A single-breasted jacket and knee-length skirt, cut to government fabric limits and carrying Britain's CC41 label - the wartime suit that proved rationed clothes could still be well designed.
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The Wedge Shoe
A shoe with a solid sole running from heel to toe, often in cork or wood - born of material shortages, and one of the decade's most widely worn shoe shapes.
Fabrics & Textiles
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Feedsack Cotton
Printed cotton sacks for flour, sugar, and animal feed, designed to be turned into dresses, aprons, and children's clothes once emptied - the fabric of rural and working-class home sewing.
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Nylon and the Stocking Shortage
DuPont's new wonder fibre launched as women's stockings in 1940, vanished into parachutes by 1942, and came back in 1945-46 to literal riots - with painted-on 'stockings' filling the gap in between.
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Parachute Silk
Surplus and salvaged parachutes, in silk or nylon, recut into wedding dresses, lingerie, and blouses - the decade's most romantic example of making do.
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Propaganda Prints
Scarves and dress fabrics printed with wartime slogans, flags, and patriotic motifs - most famously the London silk house Jacqmar's propaganda scarves - turning morale into something you could wear.
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Rayon
The regenerated-cellulose fibre that stood in for silk and much of wool during the war - the fabric the decade's tea dresses, blouses, and linings were actually made from.
Construction & Fit
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Button and Zipper Shortages
With metal diverted to the war effort, zippers became scarce and button counts were capped - pushing garment closures back toward snaps, hooks, side plackets, and buttons in wood, glass, and plastic.
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Make Do and Mend: Remaking and Refashioning
The home techniques - unpicking, turning, re-cutting, darning, and reknitting - that kept wartime wardrobes going, and turned a husband's old suit into his wife's new one.
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Shoulder Pads and the Square Shoulder
Padding sewn into jackets, coats, dresses, and even blouses to build a broad, squared shoulder line - the construction detail that carried the decade's whole silhouette.
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The Girdle and the Rubber Shortage
When Japan's advance in 1942 cut the Allies off from most of their natural rubber, elastic all but vanished from civilian foundation garments - and girdles went back to lacing, boning, hooks, and clever cutting.
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Utility and L-85: Designing to Regulation
Britain's Utility scheme and America's L-85 order set legal limits on fabric, pleats, pockets, trims, and hem widths - effectively a government-issued construction rulebook for a whole decade's clothes.
Culture & Context
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Clothes Rationing and Coupons
From June 1941 every item of clothing in Britain cost coupons as well as money, on an allowance that shrank as the war went on - the system that shaped how a whole generation of women shopped, sewed, and dressed.
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Paris Under Occupation
Four years of German occupation cut Paris off from the rest of the fashion world - couture survived, for a fraught clientele, while ordinary Parisiennes answered shortages with towering hats, wooden soles, and a streak of defiance.
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Rosie the Riveter and War Work
Millions of women moved into factories, shipyards, and the services during the war - bringing overalls, trousers, headscarves, and practical hair into everyday life, and a famous poster that almost nobody saw at the time.
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The Rise of American Fashion
With Paris cut off from 1940, American stores, editors, and designers had to stand on their own for the first time - and the result was the 'American Look,' Press Week, and the start of New York as a fashion capital.
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The Zoot Suit and Pachuca Style
A deliberately excessive youth style born in Black and Latino communities, worn by young women as well as men, that ran straight into wartime fabric restrictions - and into the 1943 Zoot Suit Riots in Los Angeles.