The 1930s emerged as a transformative decade, bookended by two World Wars and shaped by the aftermath of the 1929 Wall Street financial crash, which marked the end of the vibrant Jazz Age. The 1930's became known as the Golden Age of Glamour, with the silver screen offering a much-needed escape for the flapper women of the 1920s who had now transitioned into a more austere lifestyle.
The 1930s witnessed the rise of the matching skirt suit, jersey sportswear for daytime, and fur coats as women sought affordable yet stylish options. The waistline returned to the natural waist position and was accentuated by broad-shouldered tailored jackets, boleros, shrugs, banjo sleeves, and seams below the bust. Hemlines fell to mid-calf for daywear and reached the floor for figure-hugging evening dresses. Women sought feminine yet practical silhouettes, both in their evening wear and readily available off-the-rack garments.
One notable style element was the use of upper skirt yokes, designed in a V shape extending from one hip to the other. Skirts were layered, gathered, tiered, or ruffled to accentuate the waist, and bias cut to draw attention to the hips, complementing the structured, hard lined moulded shoulders. Dresses featured lowered necklines with Peter Pan collars, pussy cat bows, scarves, or ruffles, serving as focal points.
Popular colors of the era included purples, greens, aqua teals, pinks, rose hues, light yellow, and orange.
Hats remained an essential part of the wardrobe during the 1930s, and it was considered improper to leave the house without one. However, they took on a more feminine shape, with smaller "doll hats" worn at an angle towards the front of the head, along with straw hats, skull caps, berets, and the ever-popular cloche hats. Headwear choices often reflected the softer lines of fuller and more glamorous hairstyles of the time which featured finger curls, wave perms, or bouncy demi-waves. Gloves were also prominent accessories, with elbow-length options for evening gowns and short or opera-length gloves made of fabric or leather for daytime wear.
Evening gowns of the era showcased sophistication, featuring longer silhouettes with bias-cut curves. Sleek satin dresses with low-scooping backs, beaded details along the spine, or diamanté straps became popular choices, embodying a slinky and feminine aesthetic.
The 1930s coincided with technological advancements such as the television, Kodak cameras, colour film, technicolor cinema, and intercontinental aviation, which further fueled the rise of Hollywood glamour and its influence on fashion. Women had access to hair perm and peroxide blonde hair color kits, enabling them to recreate the looks of their favorite Hollywood actresses.
Catalogue clothing gained popularity during the 1930s, and in 1932, the release of Littlewoods in the UK revolutionized the way women purchased clothes. Customers were encouraged to set up "shilling clubs" to save for their desired garments.
The era also witnessed a rise in health and fitness trends, with activities like tennis, hiking, and sunbathing becoming popular. Sports and beachwear influenced fashion, with wide-leg flowing trousers, initially referred to as pyjamas, being worn mostly at home for lounging or at the beach. In 1936, the invention of Tampax revolutionized swimwear by enabling the use of one-piece bathing suits.
By the end of the 1930s, fashion changes in Britain had slowed down due to rationing, and different fashion trends emerged across the world based on war involvement levels. For instance, French fashion diverged significantly from that of the USA. In Germany, as the Second World War approached, the rise of national socialism led to a rejection of Parisian fashion in favour of a wholesome, child-rearing Aryan image, with traditional Alpine 'Dirndl' dresses gaining popularity. Ironically, this trend influenced fashion scenes outside Germany, leading to stylized peaked crowns, embroidery, and reimagined dirndls, sparking a fascination with folk garments and alpine styles.
