Fashion in the 30s and 40s
Rationing of textiles
• World War II affected '40s fashion
dramatically and even Hollywood
designers were restricted by rationing and
shortages.
• A lack of fancy European trims led to the
use of bold prints and odd colours.
Accessories were used as fashion statements,
thanks to the lack of textiles available:
Accessories, especially hats, went wild.
Coiffures worn by pin-ups Betty Grable, Rita
Hayworth and Lana Turner became extreme;
upswept, rolled, coiled and cascading down the
back or over one eye like Veronica Lake.
Joan Crawford's exaggerated mouth, a gash of
bright lipstick, was popular.
Betty Grable
used her hair to Joan Crawford
express herself wore bright lipstick
and the fashions to compensate for
of the time, as the rationing of the
textiles were textiles.
being rationed
at the time.
Hats were also quite
excessive to make
up for the fact that
other items of
clothing could not be
extravagance.
• Clothing coupons were also necessary,
and ration books were used for clothing,
not just food.
• New textiles were scarce and utility
clothing which used less material came
into vogue.
• Campaigns also came out to try and
encourage people to restyle the clothes
they already own.
Salvatore Ferragamo
• Salvatore Ferragamo (1898-1960) was a
pioneering shoe designer in Italy.
• Ferragamo made his first pair of shoes for
his sister at the age of nine for her
confirmation. He decided
he had found his calling.
• Ferragamo patented special systems for
making leather substitutes,
systems for producing raffia or jersey
uppers, heels made of transparent
materials, and jointed wooden soles.
• Ferragamo designed heels obtained by
sewing together the corks
of wine bottles and then lined them with
leather.
The Cork Heel
• The cork wedge is probably Ferragamo's
most famous
invention of this
period.
• It was patented
in 1937.
The Cage Heel
Shoe designer for the stars!
Marilyn Monroe was seen wearing a pair of Ferragamo’s sling
back heels!
Eva Peron was another big star of the era, and she was also
loyal to Ferragamo!
He even designed the infamous red shoes that Dorothy wore
in The Wizard Of Oz!!
People called his shoes a ‘work
of art’