REMERGENCE OF THE FEMININE

1930 FASHION“YOU OUGHT TO BE IN PICTURES”

Women's fashion in the 1930s was more conservative than that of the optimistic 1920s. Another contrast in fashion in the 1930s from that of the decade before was a return to a

more feminine look for ladies. Women's curves were no longer being de-emphasized, skirts became longer, and

clothes returned to being near the natural waistline. The 1930s was also the decade of the introduction of bra cup

sizing. New synthetic materials became increasingly used for the manufacture of fabrics. Rayon, wool, silk, and cotton were common materials for women's fashion in the 1930s.

But, by the end of the decade, nylon would be introduced as a replacement for silk. Dresses were bias-cut to emphasize

feminine curves.

HISTORY 1930S FASHION

On October 24, 1929, Wall Street crashed and theGreat Depression began. This would have a strong influence on women's fashion in the 1930s. Because of the need to save

money, the average women could no longer buy new clothes every few months. Instead, they had to remake the clothes they already had, reusing any material that was on-hand. Only after clothes had been patched and mended beyond what was reasonable would they consider buying a new

dress, or the fabric to sew a new one.

1930S FASHION HISTORY

Women's 1930s fashion was characteristically long and sleek. The flapper look of the '20s was now out, and a more sophisticated look — influenced by Hollywood movies — was in. More muted colors were popular, as were deep colors. Fabrics with prints in abstract or geometric patterns were also

widely used.Women's skirts often had their hemlines at mid-calf for daytime wear. A skirt would softly widen from the hip, while a full skirt would accentuate a slim waist without emphasizing the hips. A long skirt would occasionally be trimmed with ruffles, flare with flounces, but would most

likely be simple with a long, slender shape. For evening wear, skirts would have ankle or floor-length hemlines.

Sleeves would on occasion be puffed, but could also sometimes be seen with ruffles or flounces. Shoulder pads were frequently used to broaden and square the shoulders of dresses, coats,

nightgowns, and blouses, while torsos were sensuous, sleek, and emphasizing a thin waist. Women's fashion in the 1930s had necklines which were much lower than they had been the previous decade, with much more dramatic attention given. The most common styles for necklines were crossover and

v-necks with ruffles, scallop-edges, or lace accents.

For women in business, a well-tailored suit was a must. Women's suits were designed with tightly fitted coats, emphasizing a thin waist line, yet the suit as a whole had a more masculine look to

show the woman had seriousness and was willing to get things done. This masculine look in women's business attire would later reach its peak in the 1980s. However, in the 1930s, despite the

overall masculine design, these suits still had an obvious feminine look and included feminine pleating.

CHARACTERISTICS

For casual lounging at home, or for doing housework, women would often wear a house-dress. A dressier house-

dress would be worn for more social occasions such as gathering together at a friend's house for small parties or

playing cards.

Evening Wear

Evening dresses in 1930s were backless, and the bodices were slightly bloused. Evening dresses had hemlines which were ankle or floor-length. Flowers made of fabric, as well

as bows, could be found on one shoulder, or in the center of the waist or neckline.Late in the decade, silky dresses became more popular.Empire-waistedwaistlines, which

were tied in the back, were popular.

CHARACTERISTICS

AFTERNOON AT THE MOVIES OR “OUT”

DAY WEAR

EVENING WEARTHE SEXY SIREN

EVENING WEARTHE INNOCENT