The Driving Forces of Fashion from 1926-1945

Technology (Cinemas)

Clara Bow was deemed the “It Girl” after her appearances in American Cinemas.

Myrna Loy Claudette Colbert

Technology (Radio)

King Edward VIII and Wallis Simpson were deemed fashion icons because of their British Royalty exploits on the radio.

Social and Cultural Conditions1920s-The cinema was a new industry that started to provide new idols for people to aspire to,-Silent films were abandoned and sound films started to arise in 1927.-Mass media continued its expansion with the first commercial radio station. And by the end of the decade most Americans owned or had access to their own radio station.-1929 the stock market crashed causing ten somber years and a loss of prosperity.

Social and Cultural Conditions Cont.1930s-Hollywood started to provide a relief from by news through the glamour of musicals, comedies, gangster films, and the exploits of British royalty-The economic woes of the decade lessened as industries in the United States and abroad began getting ready for war.1940s-The roles of men and women shifted society towards loosening formality and convention.-The film industry still provided an escape from wartime headlines.-After 1946 traditional family values began to resurface with the coming home of soldiers.

1925-1945 Historical Events1925- 1945 “the jazz age”1920’s are the beginning of the surrealist movement and the art deco movement1925- Prohibition was still in effect since 19201925 – Phonograph records are developed1925- The process for frozen foods was invented1926- First flight of liquid fueled rocket

1927- Jukeboxes introduced1927- Electric razor was patented1927- 1st talkie film The Jazz Singer, Lights of New York 19281927- Charles Lindbergh flys solo across atlantic ocean nyc to paris1929- Black Tuesday oct 29th 1929 market crashes great depression

1925-1945 Historical Events1930’s- the great depression is still going on

1930- first frozen foods are sold

1930- warner brothers produces the first all talking full color film Song of the Flame

1930’s- talkie films major phenomenon

1930- Mickey mouse comic strip makes 1st appearance

Franklin D Roosevelt elected president “New Deal”

1931-1936- n an effort to reduce unemployment the government created work projects such as the Civilian Conservation Corps (CCC) which was a public work relief program that operated from 1933 to 1942 to maintain National Parks and build roads. Other major government work projects included Hoover Dam.

1932- Amelia Mary Earhart fly’s solo nonstop across the atlantic ocean

1933- Prohibition ends in US

1933- Hitler becomes chancellor of germany

1934- Hitler becomes leader and chancellor

1937- Hindenburh explodes

1937- Amelia Mary Earhart disappears during her around the world flight

1939- world war II breaks out

1939- the great depression ends

1925-1945 Historical Events1941- Pearl Harbor is attacked

1941- USA enters WWII after pearl harbor attacks

1941- Colossus was the name of a series of computers that were code breakers in 1943-45 to break German code

1942-1946- the Manhattan Project- development of Nuclear weapons ( 2 types of Atom Bomb, trinity test)

1944- the holocaust claims 6 million European Jews

1945- bombs over japan’s Hiroshima and Nagasaki

1945- World War II ends

Designers 1920’s

- In the postwar period Parisian designers flourished

- This was the time of Coco Chanel’s greatest success

- Chanel introduced the little black dress

- This became a stape in every woman’s wardrobe and still is today

- This also pioneered the use of casual fabrics and chic sportswear separates

- Jean Patou also designed new sports wear

- This included pleated skirts and pullover tops, which were worn by sports stars and cafe society

Designers 1920’s continued...

- Madeleine Vionnet created inventive styles with handkerchief and asymmetrical hems, geometric shapes and cowl and halter necklines

- Jeanne Lanvin’s beautiful gowns became longer and fuller

- She also designed tubular dresses and coordinated separates

- Edward Molyneux, another important designer from Paris, designed modern, streamlined suits

- French designers began to pay attention to what American consumers were buying

- Ready to wear was becoming more popular and they were making knock-off versions of Parisian looks

Jean Patou Sportswear

Designers 1930’s- American designers in NY and the West Coast began to achieve

prominence

- Elizabeth Hawes and Clare Potter made clothes that were suitable for the active lifestyle by creating sportswear and softer, casual designs

- Dressmakers Hattie Carnegie and Nettie Rosenstein were hugely successful at this time

- Muriel King designed costumes for films

- Mainbocher, who was an American designer, successfully established himself in Paris

- He designed elegant evening gowns which the Duchess of Windsor wore

- He joined the dominant fashion group which included Chanel and Elsa Schiaparelli

- Molyneux remained a force with his slim-lined suits

- Vionnet’s bias cut was a signature look of the decade

- Madame Gres was known for her intricate draped, wrapped and pleated gowns

Mainbocher dress Hattie Carnegie dress

Designers 1940’s-During the 1940’s the designers in occupied Paris were effectively shut down-Claire McCardell worked with rationing guidelines to produce dresses and play clothes-Tina Leser, Norman Norell, Mildred Orrick & Hattie Carnegie’s ready-to-wear business looks thrived-Later in the 1940’s, Paris regained its foothold as a design center-Christian Dior, Pierre Balmain, Jaques Fath and Nina Ricci would all make significant contributions to the feminine and more styles of the 1950’s

Balmain Dior

Famous Celebrities

Louise Brooks Betty Davis

Hedy Lamarr

1920’s what the celebrities wore-long strands of beads ,short skirts, and chemise dresses-costume look-cloche hats- T strap shoes● F. Scott Fitzgerald considered his wife as

“first Flapper”

Zelda Sayre( Fitzgerald)

1930’s what the celebrities wore

- soft look, loose fabrics- big hats- wraps, fur collared coat- platform shoes- -broad shoulder jackets

Doris Day

1940’s what the celebrities wore

- tailored, mannish suits ( which Katherine Hepburn made this statement frequently)

- padded shoulders- knee length straight skirts- ¾ length coats