Advancements in technology helped to popularize zippers as fasteners, fitted bras with cups and the bias cut method, a process of cutting material at a 45 degree angle so that it clung to the body.
The Great Depression’s hold over the era (it began with the stock market crash in ’29 and ended at the start of World War II in ’41) made clothing wearable from morning to night more desirable because women could no longer afford to invest in multiple outfits as worn throughout the day.
THE TREND: This dress is beautifully representative of the era in a number of stylistic ways, and especially that of the ’30s fashion obsession with Hollywood glamour.
Worth noting first is what’s obvious to the fashion lover’s eye — the intricate green beading treated to this delicate black chiffon.
Elaborate beading and applique designs was a designer favorite of the ’30s, especially embraced by artistic fashion queen Elsa Schiaparelli.
While daywear had gained ground in the ’30s due to economic times (less changing of outfits) and more active feminine lifestyles, evening wear was still elaborate and most typically black in color.
The feedsack dress trend continued into the ’40s but not so much for economical reasons, and more so for patriotic ones.
With rations on materials, feedsack companies released patriotic prints with “V” for victory that women would sew their daywear dresses from.
So to help shed light on the changes the 1930s brought to feminine style, I worked with Hinesite Vintage to showcase 5 culturally important pieces for the era.It’s also important to note that the golden era of theater began in the ’30s and captivated the country because it was such a voyeuristic experience of the glitz, glam and gold that the average American couldn’t afford.Designs worn by Hollywood starlets (Greta Garbo, Jean Harlow, Marlene Dietrich to name a few) on the silver screen became some of the most copied styles in ready-to-wear fashion.TREND HISTORY: Influential ’30s designer Coco Chanel introduced the jersey knit two-piece suit as an economically fit and relaxed option for daywear women’s fashion.It was a surprise hit to the high society market because knit suiting was new to a woman of that caliber’s closet and pedigree of taste.
Wives would ask their husbands to buy specific feedsack brands because they preferred their patterned sacks, essentially giving the more “stylish” feedsack company a competitive edge!