Fashion History - Women's Clothing in the 1940s

Women in the Military in the 1940s


The rationing of materials used in garment production during World War II introduced a new simplicity in women's clothing. Hemlines rose and decorative elements disappeared creating the emergence of a classic style.

The Impact of World War II on Fashion

One might say that women's fashions of the 1940s were dictated by Adolph Hitler. The German invasion of Poland in September 1939 set the tone for everything that happened in the next decade. And as fashion follows social trends and the events of the world economy, World War II necessitated changes in clothing styles and fashion design.

Pearl Harbor was bombed on December 7, 1941 by which time Germany had invaded Norway, Denmark, Holland, Belgium, France, Yugoslavia, and Greece. The world was at war and haute couture took a back seat to the privations of global conflict.

It may be hard for young people today to visualize the impact of World War II on the day to day lives of women in America and much of the rest of the world. Without going too much into the suffering wrought by a world at war, suffice it to say that the war effected everything, even for those living in countries where the was not actually fought. The whole world changed and so did ladies' fashions!

Every woman in the USA knew enlisted men. The American military effected clothing styles in the US and many women's garments took on a military look that underscored the significance of the war. Women everywhere had to make do with less.

World War II Style Utility Jumpsuit

Rationing Coupon Books from the United Kingdom


The Effect of the War on Women's Fashion

In order to supply the war effort, fabric was rationed. Nylon and wool were both needed by the military and Japanese silk was banned in the USA after the attack on Pearl Harbor. Rayon, the new synthetic fabric developed in the 1930s became the material most often used for the creation of ladies' clothing during the War.

By June 1941, with Britain under attack by the Nazis, cloth rationing resulted in a coupon system. Adults in Britain received 66 clothing coupons per year, reduced to 36 coupons by 1945. Supplies were limited and prices were high. Many governments placed restrictions on the use of fabrics and other materials used to make clothing as they were needed by the military.

While London was bombed, people also feared a gas attack as the Germans had used gas against the Allies in World War I. London's Harvey Nichols fashionable store offered gas protection suits of pure oiled silk in a variety of colors. Many women owned Utility Jumpsuits which one could put on quickly when the sirens blew. The jumpsuit, a new innovation, was warm and comfortable and featured pockets for papers and valuables.

Female Worker Wearing Blue Jeans (1942)


Paris Lost It's Influence Over Fashion

Paris lost its leadership role in the world of fashion. Couture houses that were still open drew disapproval from people in the Allied countries who resented the fact that some of the top designers appeared to work in cooperation with occupational forces. And when the rest of the world was scrimping, Paris offered superfluous use of fabrics, including cuffs, dolmen sleeves, nonfunctional buttons, draped fabric, and pocket flaps.

Coco Chanel, the famous fashion designer, closed down her fashion studio during the war years but was sharply criticized for her relationship with a high ranking Nazi official. Chanel also supported the detested Vichy regime and called the French Resistance criminals.

Paris did, however, come up with one interesting mode of showing their clothing: Le Theatre de la Mode, or the Theater of Fashion which compromised 200 two foot tall dolls dressed in Parisian designed clothing.

New York Emerged as a Fashion Leader

What with the hardships of war and general disapproval of Paris, the fashion industry moved to New York with the American look.

Claire McCardell, for example, made use of fabrics that were not in demand by the military. Materials like cotton denim, jersey, striped mattress ticking, gingham, and calico were functional and comfortable and shown for every day wear.

"War wise" dressing became the fashion trend with both drab and patriotic colors like air force blue, cadet blue, flag red, black, browns, greens, tan, and gray flannel.

As wool was used for soldiers' blankets, fabric designers came up with wool blends made of recycled wool and rayon.

Rayon was the fabric of choice. It was versatile; did not shrink or crease, and could be produced in either light or heavy weights.

Utility Dress - Less Fabric Used for Women's Dresses During World War II


Fashion in the 1940s - Fabric Restrictions Put a New Emphisis on Legs

The actress Paulette Goddard
The actress Paulette Goddard | Source

Hemlines Went Up

Both Britain and the United States put official restrictions on the use of the materials used in the production of garments. The L-85 Order specified the amount of fabric that could be used to create a garment. Hems rose with fabric restrictions. The order also restricted the number of pleats and trimmings as well as jacket and trouser lengths. The metal used for zippers was needed by the military and buttons were limited - useful only, not for ornamentation.

Women brought up during the austerity of the Great depression made do by recycling, making coats and jackets out of old blankets. Winter wear moved away from the use of wool and incorporated velveteen and corduroy for cold weather suits and dresses.

Less fabric meant lean styles, with narrow hip lines and a trim over all appearance. Short and boxy was the fashion style of the day, out of necessity.

Oddly enough, sequins, unnecessary for the war effort, popped up n sweaters to add a note of glitz. And although Hollywood still depicted glamorous stars, the female stars portrayed a new kind of elegance. In the 1945 movie Mildred Pierce, Joan Crawford appears as a struggling single mother who dresses for success in attractive yet rather severe styles. The beautiful Lauren Bacall, in The Big Sleep (1946) appears sexy and glamorous in slacks and many fashion designs of the day.

Shorter skirts placed an emphasis on women's legs. Legs were 'in,' and the famous pin-up of Betty Grable looking over her shoulder in a swim suit is a great example of the importance of legs.

Simple Design of 1940s

Simple yet attractive dress of the period used 7 ration coupons
Simple yet attractive dress of the period used 7 ration coupons | Source

The New 2 Piece Swim Suit - 1945


Women in the 1940s - Fabric Restrictions Meant Short Skirts


Other Fashion Aspects of the 1940s

  • Hair was worn long and curled at the ends for a soft, feminine look. Beauty salons can be expensive and women saved money by having their hair cut less often. As so many women enlisted in the military or took factory jobs, it was easy to tie long hair back for safety. Then, the long hair could be worn down for casual or dress occasions.Women often knit or crocheted snoods which were an attractive combination of a hair net and a veil.
  • Girdles were out as the rubber was needed for the war effort. Skirts and dresses were often fitted with adjustable waistlines. But it wasn't hard to be thin when food was rationed.
  • The fabric used in the manufacturer of swim suits was also reduced causing the disappearance of the little skirt flap so popular on one piece suits. Fabric reduction was responsible for bare midriffs and the introduction of the 2 piece swim suit. The bikini made its debut in 1946.
  • Shoe heels were lower and shoe designers thought to add interest with the introduction of the wedge shoe. Many women wore flat heeled shoes for safety and comfort in the workplace. T-straps and open toed shoes looked lovely and saved on shoe leather.
  • Pants became a staple of women who worked in factories and soon gained widespread acceptance for casual wear and for work at home in the garden. The actress Katherine Hepburn helped make trousers a popular garment for women as she appeared in several movies wearing elegant, wide legged trousers.
  • Stockings formerly made of silk were made out of nylon but when the military began to use nylon, many women used tan make up on their legs and drew a line up the back to simulate seams. Bobby socks became popular among the younger set.
  • Shoulder pads became popular to highlight the masculine, military look. They also added an interest to the shape of the slim silhouette.
  • Corsages made of fresh flowers like orchids and gardinias were worn to snazz up a plain black dress. Many women also owned corsages made of artificial flowers or gathered netting.

Tropical Prints Popped Up in Clothing as Well As in Home D├ęcor Fabrics Like This Tropical Print Barkcloth


After the War

The 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.

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. Peasant blouses and skirts offered a soft, cool femininity for warm weather inspired by the popular artist Frida Kahlo.

The New Look - An Hour Glass Figure


The New Look

In February of 1947, Christian Dior introduced his New Look, a style that shocked and outrages some and thrilled others.

Hemlines were long in skirts and dresses with tons of fabric. Wide hats and tight nipped in waistlines gave women an almost antebellum look. The new female silhouette gave women an hour glass figure and a new, feminine extravagance so long denied.

The copious amounts of fabric used for skirts was viewed by many women as an insult to those still suffering the restrictions and effects of the war. Few women could afford the glamorous New Look when they could barely afford to put food on the table. Some saw Doir's New Look as a means to increase the profits of the textile manufacturers who backed the famous clothing designer.

Yet Dior's new silhouette was not without some approval. Sick of the privations and restrictions of war, many women found the flowing, feminine style to be very appealing and the New Look eventually won out, to influence women's fashion well into the next decade.

Shorter Skirts and Bobby Socks


Hemlines Were Up in the 1940s


Women Began to Wear Shorts

1940s Clothing Ad


Books consulted:

Encylopedia of Clothing and Fashion; edited by Valerie Steele; Scribner Library

Series: Fashions of a Decade, the 1940s by Patricia Baker (see below)

Costume and Styles: The Evolution of Fashion From Early Egypt to the Present by Henny Harald Hansen; E. P. Dutton & Co.

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Comments 22 comments

GusTheRedneck profile image

GusTheRedneck 5 years ago from USA

Hi Dolores - Good article. The "Big War" was gone by the middle of that decade. People then went sorta nutty catching up on the many things they had missed... cars, foods, housing, education, and each other (now that millions had come back home from the military). Back in '45 I was just turned 14 and "fashion" did not mean a rip to me then, but the older ones joined in and all went bonkers. Thanks for the article. It was fun to read and to remember.

Gus :-)))

lcg4jc profile image

lcg4jc 5 years ago

Once again Delores you have brought a smile to my face. The beautiful pictures, the videos, the awesome adverstisement from that era, all so very special. It is one thing to write about the era and another to bring the era to life through your writing and details. I praise you for your hard work and thank you once again for sharing with us.

Nellieanna profile image

Nellieanna 5 years ago from TEXAS

Excellent, Dolores! It truly was a major era for fashion. You've "done it proud"!

dallas93444 profile image

dallas93444 5 years ago from Bakersfield, CA

The more "fashions" change, the more they are the same...

akirchner profile image

akirchner 5 years ago from Central Oregon

Loved the jumpsuit and knowing where it all started is really neat! Love some of the old vintage photos and didn't the women all look so lovely? Now it's sagging pants and nose rings! Go figure!

Dolores Monet profile image

Dolores Monet 5 years ago from East Coast, United States Author

Steve - well thank you! Here on HP, I often read about things that I am not really interesting in and wind up just fascinated in something new! You are so kind!

Gus - the war may have ended mid decade but the impact was felt for several years after, especially for people in the war torn countries. Britian, for example, kept a system of rationing in place for some time after the war. Glad you enjoyed it! I appreciate your comment.

lcg - thank you so much! You are too kind! I had a lot of fun gathering the info but did have some trouble finding the pictures that I wanted.

Nellieeanna - thank you very much, dear!

dallas - yes, so often we see certain designs reappear in the fashion industry. Some looks are so beautiful or interesting that we just have to revisit them!

Audrey - writing this makes me wonder what will come next. I don't know. I think a little ring in my eyebrow might be fun! Thanks!

Rebecca E. profile image

Rebecca E. 5 years ago from Canada

love this hub, and I didn't know about buttons, really buttons were needed? I could see the metal zippers, but buttons, must be missing something!

Dolores Monet profile image

Dolores Monet 5 years ago from East Coast, United States Author

Rebecca - buttons were needed for buttons on uniforms I guess. I can't imagine how it would go down if the government told us how many buttons we could have on our jackets these days.

vintagedancer - glad you enjoyed my 1940's fashion hub!

doitrightnow profile image

doitrightnow 5 years ago from San Juan, PR

Good detail about how that was the period when Paris lost its stranglehold on world fashion. Just finished "A Movable Feast" by Hemingway, and he talks about the fact that Paris during that period of time between the two world wars was an intellectual wasteland, howbeit one where the shop windows were full of so many beautiful things that "it was the worst place in the world to be hungry."

Dolores Monet profile image

Dolores Monet 5 years ago from East Coast, United States Author

doit - thank you. I started off just looking at pictures from the 1930's, decided to do up a hub on that time, then moved to the 1940's. Next, I moved further back in history. Reading about fashions of a particular period, I wound up reading about the history and events of each fashion era. Time consuming, but interesting. (Have not read Hemingway for some time)

annejones4919 profile image

annejones4919 5 years ago

The two piece during those days are so conservative, now a days the two piece you see being wore on the pools and beaches are very revealing LOL!!

Lisa HW profile image

Lisa HW 5 years ago from Massachusetts

What a great Hub. I've always liked a lot of the clothes that were "big" during that era, but my mother (of that generation) used to so frequently say how "dreary the clothes were back then". I don't know if she just associated them with the overall mood of the time, but in the 80/90's she'd say how she liked so many of the clothes "the young girls" were wearing because they "looked so alive and young".

Dolores Monet profile image

Dolores Monet 5 years ago from East Coast, United States Author

annejones - but don't forget that the middriff had never been shown in the past so these styles must have been quite shocking in their day. Thank you.

Lisa - maybe your mother meant that there was some simplicity during the 40's, due to war shortages, etc. But today, we see them as sleek and classic. I guess we all get sick of the things we see every day. Thank you!

oldbooklover 5 years ago

Thanks Dolores,

I miss the good quality wool fabrics. They wore for years without losing their shape, and had wonderful textures, like Irish Tweed and the Scots Tweeds.

I also regret the super-fine cotton 'lawn' for blouses. And washable silks. Garment makers used to boast, 'It washes like a silk handkerchief.' Now most supposedly washable items aren't colorfast, 40 years ago that was rare.

But there is new interest in the odder animal-based fabrics. I recently saw an item about the wool from New Zealand's merino sheep being used for sports wear, as it doesn't hold sweat or smell and can be worn for ages without washing.

Dolores Monet profile image

Dolores Monet 5 years ago from East Coast, United States Author

oldbooklover - we were just talking about the garments of the Middle Ages. Back then, you had a shirt (tunic) and it lasted your entire life! Imagine that! They were so durable and well made! Of course they didn't wash them a lot either. My mother used to say that hand washing made things really last.

PiaC profile image

PiaC 5 years ago from Oakland, CA

I learned so MUCH from this Hub! I had no idea how deeply the war had influenced fashion - from silk to sequins, from hair to hemlines! This was a very entertaining and informative read.

Goso profile image

Goso 5 years ago from Seattle, Washington

Love, love, love this piece! People sometimes dismiss the fashions of the 1940s as dull and conservative, but the social environment that influenced '40s style is so fascinating!

Dolores Monet profile image

Dolores Monet 5 years ago from East Coast, United States Author

Pia - thank you! born in the 1950's as I was, I often heard stories about rationing during WW2, and had those thoughts in mind when I watched movies of the day, and looking at fashions of the 1940's. I myself did not realize how deeply the restrictions affected clothing from the width of lapels to the amount of leather used in shoes.

Hi, Goso - conservative yes, out of necessity, but how classic those dresses look to us today. I guess I love every fashion period, except the styles of the 1700's in France with the high wigs and ridiculous extravagance. But I should write one on those days to fill out the fashion history hubs, though I cringe. Haha.

a-drifter profile image

a-drifter 3 years ago from Chicago, IL

It is beyond fascinating to see the 'why' behind the progression of fashion. Who would have thought that so much of the design aesthetic was out of necessity, not revolutionary design? A read that had me calling my mother over to ask her if she or her mother ever knew any of these thrilling little details. I greatly appreciate this hub!

I hope this is taken as a true compliment, I am brand new to HP and this is the very first hub I clicked on and actually read all the way through! No skimming! Thanks for the quick fashion history lesson!

"Both Britain and the United States put official restrictions on the use of the materials used in the production of garments."

^^^ just taking a moment to imagine what ghastly occurrences might arise if something like that were tried today...

Dolores Monet profile image

Dolores Monet 3 years ago from East Coast, United States Author

caramella-fashion - thanks!

a-drifter - thank you! I thought about your last sentence while I was writing this. During the long war in Iraq and Afganistan, thinking of the financial cost to our country and the support, I wondered how people would respond to government restrictions on clothing. People would have a fit!

ReaderV 2 years ago

Wonderful article, I enjoyed it. I'm actually looking for information about the WW2 era shoe called a "Coupon Shoe" My Grandmother would talk about WW2 and what they did on the Homefront to get by. She had a pair of these shoes. Tonight, I was watching a British T.V. show about the war and a group of women were talking about the same Coupon Shoes. They were also known as 3 in 1 shoes because they had a spike heel inside a thick daytime heel as well as having a cute little bow that could be removed or worn on the shoe. Thus, the 3 in 1 effect. I just want to know what the shoe actually looked like. Thanks!

Dolores Monet profile image

Dolores Monet 2 years ago from East Coast, United States Author

Reader V - thanks for the interesting comment! Well I hear about all kinds of stuff and you think that you can find it all on the internet when, sadly, that is not always the case. I'd like to see a pair of these too. What a creative way to approach rationing!

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