Vogue unpacks 1930s fashion, from the decade’s prevailing trends to the era’s top designers.
“‘Take off that stiff girdle,’ your vendeuse orders sternly. ‘You can’t be fitted into that. It makes you into a tube.’” And with that, came the 1930s! Just half a decade prior, the tubular look was the cat’s pajamas, but, per Vogue’s feature “The Figure Then the Frock,” in its April 15, 1931 edition, this new era was all about the glorious female form. The natural curvature the flapper tried so hard to distract from was now a woman’s prize possession.
Its fashions were born and remained in Hollywood,” she writes before declaring: “Hollywood is originating fashion. The deity that rules over clothes knows that it was not always thus.” See the angular shoulders of Greta Garbo costumes in 1931’s Mata Harri or the vampy dresses of Marlene Dietrich in 1932’s Shanghai Express. And then, of course, the frothy white organdie gown with ruffled sleeves worn by Joan Crawford in 1932’s Letty Lynton.
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