'40s Style: The History of 1940s Fashion
If you're anything like us, you’re obsessed with the elegant and flattering silhouettes of the 1940s. Midi-length tea dresses, cute knits, and even denim dungarees characterise 1940s fashion, making it one of the easiest eras to incorporate into your vintage-inspired outfit repertoire!
At the beginning of the 1940s, clothes, like many things, were rationed in order to aid the ongoing war effort. Fabrics and raw materials necessary to produce civilian clothing were extremely limited, and even up to 1949, limits were placed by the government on how many new items of clothing each person was allowed to buy.
Despite clothes rationing continuing well into the final years of the decade, in the period following the Second World War, the fashion industry in Britain and internationally began to flourish once again. The styles we most closely associate with the 1940s today were at the height of popularity in the years between the end of World War Two and Queen Elizabeth II’s coronation in 1953.
What Sets 1940s fashion Apart From Earlier Decades?
What sets ‘40s style apart from earlier decades is the combination of masculine details and feminine shapes: late 1940s fashion is characterised by the enduring desire for an hourglass silhouette, so many styles included shoulder pads and nipped-in waists. Unsurprisingly, military-inspired fashion was particularly popular at this time, with tailored trousers and coats inspired by men’s wartime uniforms becoming a recognisable part of many women’s wardrobes.
Shoulder pads, simple skirt suits, and belted dresses are some of the most recognisable ‘40s mainstays, and style icons of the decade include Golden Era Hollywood actresses like Bette Davis and Grace Kelly and even the young Princess Elizabeth Windsor!
1940s styles have stood the test of time, and we’ve seen echoes of ‘40s fashion throughout trends in other eras. Tea dresses, one of the most popular style staples of the ‘40s, were favoured in the ‘90s, with celebrities like Gwen Stefani and Courtney Love putting a grungy spin on the demure classic.
How to Style 1940s-Inspired Pieces
In time for Queen Elizabeth II’s Platinum Jubilee celebrations later this year, we’ve put together some of our favourite Joanie pieces inspired by the fashions worn by the Queen in her youth in the years running up to her coronation and other 1940s icons!
Simpson EcoVero™ Heart Print Button-Through Midi Dress
Our Simpson dress is the perfect example of a style we’ve seen repeated again and again throughout different eras, making it a great piece to buy now and keep forever! If you really want to amp up the vintage-inspired ‘40s appeal, you can pair it with a red beret and some lacy gloves, or, for a ‘90s does ‘40s look, team with chunky boots and a dark lip.
Linda Cable Knit Cardigan - Navy
Cardigans, in general, are a ‘40s style staple, and Linda especially is a really versatile piece. For an all-out ‘40s look, layer over your favourite midi tea dress, or, if you’re going for a more subtle nod to the era, button it all the way up and team with a collared shirt or blouse underneath!
Barbara Tiger Print Button-Through Dress
If you're looking for a '40s style with a twist, then Barbara is the dress for you! Featuring an all-over vintage-inspired tiger print, Barbara takes a classic 1940s shape and updates it for 2022. Accessories are the key to achieving an instantly recognisable ‘40s look, so pair Barbara with a vintage box bag and gloves the next time you want to channel the style of the young Queen.
Verity Knitted Stripe Polo Top - Green
Short-sleeved argyle knits were hugely popular in the late 1940s and early 1950s, and Verity is our modern take on this ‘40s classic! Many styles of the time featured shoulder pads to create the illusion of a smaller waist, and Verity’s deep hem means that, whether it’s tucked in or out, it emphasises your waistline helping achieve that dramatic ‘40s silhouette!
Bleecker Stretch Denim Dungarees - Indigo
If the more masculine styles of the ‘40s are your bag, then you’ll love our Bleecker dungarees! The adjustable straps and high waist silhouette mean they’re as flattering as they are practical - layer them with a short-sleeved knit like Verity for extra ‘40s style points.
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