Synopsis:
During the 1930s era, or the “Swing Era,” fashion transitioned from the scandalous and optimistic in the 1920s, to conservative and sophisticated. Women’s outfits returned to a more feminine look, in contrast to the boyish style of the previous era. A major cause of the change from the flapper style to a sophisticated style was the Great Depression. Many designers felt that it was not the time for experimentation in fashion. Women focused on outfits possessing long, slender, and sleek looks. Fabrics were very lightweight and elegant, such as silk, and were mostly muted and deep colors. The 1930s introduced shoulder pads, which broadened and squared the shoulders of dresses, coats, nightgowns, and blouses. All giving the illusion of a smaller waist. Butterfly sleeves, puffed sleeves, and angular shoulders were different forms of shoulder enhancing styles. Mostly worn by business women, well-tailored suits were often worn in contrast with the sophisticated and polished style of the Swing Era. Matching tops and bottoms, also known as ensembles, were also very popular. While at home doing housework, house-dresses were staple items in the 1930s. Many even wore dressier house-dresses for social occasions or gatherings. Skirts and dresses returned to the pre-Flapper era, as they became longer and clothing became “near the natural waistline. The natural waistline trends were part of the transition from the boyish look of the 1920s. Dresses became tighter to and flexible with the body, as they were cut to enhance curves. Evening wear was especially heightened in this era. Dresses became backless and hemlines were either ankle or floor-length. Sticking with sophistication, necklines were high or halter. To spice up a dress, fabric flowers and bows were added. Empire-waisted waistlines were became increasingly popular, as they tied in the back. Also, although sandals were introduced as an outdoor shoe during this time, the shoes of the era were peep toes, classic pumps, and sling-back heels. To top off their outfit, women commonly accessorized with gloves that matched their hats and purses. The Swing Era was an era known for its sophistication and polished fashion.
Examples:
During the 1930s era, or the “Swing Era,” fashion transitioned from the scandalous and optimistic in the 1920s, to conservative and sophisticated. Women’s outfits returned to a more feminine look, in contrast to the boyish style of the previous era. A major cause of the change from the flapper style to a sophisticated style was the Great Depression. Many designers felt that it was not the time for experimentation in fashion. Women focused on outfits possessing long, slender, and sleek looks. Fabrics were very lightweight and elegant, such as silk, and were mostly muted and deep colors. The 1930s introduced shoulder pads, which broadened and squared the shoulders of dresses, coats, nightgowns, and blouses. All giving the illusion of a smaller waist. Butterfly sleeves, puffed sleeves, and angular shoulders were different forms of shoulder enhancing styles. Mostly worn by business women, well-tailored suits were often worn in contrast with the sophisticated and polished style of the Swing Era. Matching tops and bottoms, also known as ensembles, were also very popular. While at home doing housework, house-dresses were staple items in the 1930s. Many even wore dressier house-dresses for social occasions or gatherings. Skirts and dresses returned to the pre-Flapper era, as they became longer and clothing became “near the natural waistline. The natural waistline trends were part of the transition from the boyish look of the 1920s. Dresses became tighter to and flexible with the body, as they were cut to enhance curves. Evening wear was especially heightened in this era. Dresses became backless and hemlines were either ankle or floor-length. Sticking with sophistication, necklines were high or halter. To spice up a dress, fabric flowers and bows were added. Empire-waisted waistlines were became increasingly popular, as they tied in the back. Also, although sandals were introduced as an outdoor shoe during this time, the shoes of the era were peep toes, classic pumps, and sling-back heels. To top off their outfit, women commonly accessorized with gloves that matched their hats and purses. The Swing Era was an era known for its sophistication and polished fashion.
Examples:
In this era, women liked to have shoulder pads placed in their dresses, coats, nightgowns, and blouses. The inclusion of shoulder pads caused an illusion of broader shoulders and sensuous, sleek, and thin waists.
Women who stayed home during the day often wore simple house-dresses. They cooked and cleaned in these dresses, staying comfy while not looking like a total bum.
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Here is a visual of a blouse including shoulder pads. The sharp, crisp line that is provided by the shoulder pads create a professional, confident look with added emphasis on the shoulders.
House-dresses were also worn for social occasions. These house-dresses, however, were much fancier. They were often worn to events such as gatherings at a friend's house for small parties or playing cards.
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Another way to add emphasis to shoulders during the 1930s was by having butterfly, puffed, or angular sleeves. This image is of a sweater with puffed sleeves.
Formal evening wear worn by women in this era included many long backless halter-neck silk dresses. Sometimes evening gowns included flowers or bows made out of fabric. These additions would be located either on one shoulder or in the center of the waist or neckline.
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In the 1930s, business women wore well-tailored suits. The suits included tightly fitted coats that emphasized thin waist lines and a masculine look. The purpose of this masculine look was to show that the woman had seriousness and was willing to get things done.
Gloves became an extremely popular accessory in the 1930s. They were typically worn with both day dresses and evening gowns. The daytime gloves were short (wrist-length) while the evening wear gloves were of the elbow-length.
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Primary Source: Elsa Schiaparelli
Elsa Schiaparelli was one of the main fashion designers of the 1930s. Most of her designs were greatly influenced by surrealists. She showed her first collection in 1929 and was then labeled by the press as 'one of the rare innovators' of the day. Nowadays Schiaparelli is regarded as one of the most prominent figures in fashion between the two World Wars.
Final Analysis/Impact:
Many times this era is referred to as a “gap” between the 1920s and the 1940s in fashion, as it is overlooked as an important style decade. However, styles changed and as a result of the Depression, women were unable to purchase new clothes every few months. 1930s women’s fashion was, in many ways, a return to a more feminine, sophisticated, and conservative style, after the optimistic period of flappers.