1930's Fashion

Alejandra Orozco
Sep 27, 2015
4 min read

During the 1930’s, life was tough in America, mainly because of the Great Depression (1929-1939). Not only was there an economic crisis, but the 1930’s saw a lot of natural disasters. For most of the decade, people suffered through the worst drought in American history, as well as “dust storms”. Due to this crisis, people did not have much money to spend. It’s important to discuss pop-culture topics of the 1930s, in order to understand fashion. The radio became a prominent device for media in that time period. Many people owned a radio, and listened to comedy shows that would air. Going to the movies, and listening to the radio were some of the many things people did to relieve the stress of those hard times.

Music was also an important part of that decade. In 1935, “swing” music became popularized. Swing music replaced a part of Jazz, during those times. Film was also a major factor in the 30’s. The Wizard of Oz, which was the first film to have color, was released in 1939. Major and important architecture was completed during the 1930s as well. Art Deco was a continual movement that was seen in 20s. The Empire State Building became the tallest building in the world, and was completed on May 3, 1931. The Golden Gate Bridge was opened in San Francisco, in May 27, 1937. Along with architecture and art, sports was also a relevant part of that decade. In 1930 the first FIFA World Cup was held in Uruguay.

Aside from the crisis the country was facing, fashion in the 30’s was changing to a new look. Besides the Great Depression, the prohibition lead to the United States up until 1933.

Some major events that occurred during the 30’s was the murder of a well known gangster, John Dillinger, by federal agents in the Biograph Theater in Chicago, Frida Kahlo on the cover of Vogue, and overall the longest crisis America faced.

Fashion was greatly influenced by Hollywood stars of the silver screen. After the Clara Bow 1920’s flapper look, a new sophisticated “Garbo look” was introduced. Great Garbo was a popular/successful actress during the 30’s, her look changed how American women wore their clothes. The Garbo look consisted of a tall silhouette that was much slender. The look emphasized broad shoulders, sleek hips, and a standard waistline. Women’s hair and hemlines were longer in the 1930’s. Greta Garbo popularized the “windblown look”, she wore her hair side parted. Joan Crawford (another actress) embraced the puffed sleeves. Actress Jean Harlow, wore halter tops and evening gowns. During that time, nearly every woman owned a close-up mirror. Make-up was important to emphasize the angles of a woman’s face. They love to pencil in their eyebrows, apply black mascara, and black eyeshadow. Another popular tool was the curling iron, it was a fashion necessity.

1930's Make-up

In 1931, matching fashion accessories was common. These accessories included matching suede gloves, shoes, and bag. During this time, women loved to wear hats, with both large and small brims (sometimes these hats covered one eye). During 1932, silks were made popular in Hollywood. As a result, undergarments changed in 1932. Undergarments were typically embroidered and were made in one piece. Undergarments were now made with less seams, due to the fact that they would show through tight fitted clothing. Corsets became a new interest in fashion, women turned to corsets for a defined look. Since the unemployment rate was very high during that decade, clothing was made of artifical silk and zippers to reduce the cost of clothing.

The military look in women’s fashion was subtle in 1935. This look consisted of square shoulders, low heels, gloves, and a hat. Bra cup sizes were introduced in 1935. Women loved to wear wool tailored dressed with long tight sleeves, usually in plum or dark green. Typically the dresses were worn with a wide leather belt.

For the evening, the black silk crepe with white silk over-jacket was a fashionable choice. Another slick outfit was the shiny, brown satin and matching jacket and feather-trimmed sleeves. Formal wear ranged from short dresses in bright colors to gold frocks with pressed pleats and short jackets.The designer Ferragamo designed a first evening wedge shoe. Evening looks remained the same, long lengths out of wool, bulky jewelry. Christian Berard (fashion designer and illustrator) introduced blue lashes for blondes, and plum lips for brunettes.

Greta Garbo

Fashion in 1938 and 1939 became very elegant . Hairstyles consisted of worn up from the front, and hanging curls from the back. Women viewed the suit in a much more feminine way in 1939. Although women had worn suits in the past, but the more fitted, pleated, straight, flared suits came with jackets and blouses with a feminine appeal. The first permanent waves were introduced in 1939. Indian moccasins were seen everywhere during the summer of 1939. Snoods also became very popular during the 1930’s. Americans during this time had no hope to those tough years of the 1930’s.