Economical Fashions of 1940s WWII and Post-War Era

I chose to depict the 6 Functions of Dress through the 1940s war and post-war era since the economic lifestyle then parallels our current times. There was a departure from the grandiose towards a more pennywise approach which inevitably included the fashions of the time. This transition created styles that emerged as practical and just as importantly, patriotic.


















1. Environment Protection
The trenchcoat is a classic garment that dates back to World War I as an alternative to heavycoats used by the British and French military. It protects against environmental elements such as wind and rain. It was reincarnated in the 1940s fashion scene in response to World War II.

1940s Trenchcoat Fashions
Date: Circa 1940s
Designer: Unknown


2. Decoration
Although many women went hatless, wearing a hat as a form of decoration punctuated the image of well-dressed lady. The pill box style was a popular choice for women.

Pill Box Hat
Date: Circa 1940s
Designer: Unknown


















3. Gender Differentiation
Male and female undergarments are clearly defined in its functionality for each gender's anatomy. During the 1940s, brands such as Jockey and Formfit offered typical styles. Men wore knitted undershirts and briefs while women turned to brasseries and girdles.

Ads for Men's and Women's Undergarments
Date: Circa 1940s
Brand: Jockey and Formfit


4. Group Membership
Military uniforms identify the membership of a soldier's affiliation. The "Eisenhower" jacket, which was modeled after the type of military jacket General Dwight Eisenhower liked to wear, was a popular style during this period.



The "Eisenhower" Jacket
Date: Circa 1940s
Designer: Unknown


















5. Ceremonialism
In reflecting the people's frugality and resourcefulness, Bonnie Gowen made a wedding dress out of a parachute her husband, Arlee Gown, who served in the U.S. Navy, brought back to his wife-to-be. How innovative!

Bonnie Gowen's Wedding Dress
Date: 1946
Designer: Self-made
Here is the link to the article covering the Gowens' story for your reference:
http://www.lubbockonline.com/stories/050206/lif_050206031.shtml

6. Sexual Enhancement
Sweater were quite popular during the war. Celebrities were often photographed in form-fitting sweaters for "pin-up" pictures that enhanced the voluptuousness of their figures and evoked a sexy image. They were labeled as "sweater girls".

Sweater Girl Carole Landis
Date: 1941
Designer: Unknown