1939-1945 The Second World War

During WW2 the young American soldiers brought great excitement among the so called "delicate" young ladies of Europe. They brought with them a sense of excitement and glamour. As well as silk which was prohibited for civilian use because of the rationing.

 Like in WWI women had to adapt to a world without men. They embraced wearing trousers and yet again took on the men's jobs.

WWII also meant the start of the Land Girls. Women were working on the farms and driving the tractors a task previously seen as not very glamorous.


There were many well known propaganda slogans like "Dig For Victory" and "Make Do And Mend".

Many fashion magazines issued a "One and Only Dress" campaign which is pretty self explanatory. Meaning that one pattern could become 5+ dresses.
Women's hair also changed from the slick fashionable curls to wound up in turbans.



In 1942 utility clothing such as overalls and heavy work trousers became mass produced for the women but also for the men who were unable to fight in the trenches.....Dad's Army.

 Unrelated to fashion but here is a famous clip from the TV show.

The flag of the resistance

When Germany invaded Poland it also invaded France which meant a resistance. A Resistance Army confused the Germans with cleverly hidden gadgets for their spies. Maps were printed on scarves and handbags were made with an extra compartment.

Over in England the constant bomb threat meant that the city children had to be evacuated to the country for their own safety. City children were known to be very scruffy and ill mannered (with exceptions) compared to the delicate politeness of the country. 

Not all the fun had vanished however with the American GI's came new dances like the jitterbug and swing.  Fast energetic dances that couldn't e dance in the blackout without injuring themselves or anyone else.

In 1945 when everyone heard that the war had ended they rightly went giddy and crazy with relief and happiness. They danced. They partied. They drank.
 Life was good and the happiness continued into the fifties.