by Shirley Freeman
Ahh those fabulous forties… at least the middle to the end of that decade was fabulous. WWII had ceased, yet the Cold War had begun… but economics were improving and fashion was evolving. Starting around 1945, lingerie was making a comeback thanks to Hollywood newsreels, movies, catalogs and newspapers. Manufacturers of underwear created ad campaigns in popular magazines enticing women to buy lingerie again. Cotton stockings were appearing in colored meshes and nylon stockings were all the rage now that they were becoming more available and attractive. The push-up bra was introduced in the 40’s enhancing women’s curves. Girdles with garters, and of course slips were commonly worn too. Starlets of the silver screen helped the intimate apparel industry tremendously during the 1940s by wearing the the latest underpinnings, robes and swimwear.
Below is a terrific video clip from the late 1940s, “London Show of Corsetry and Underwear” courtesy of British Pathé, taken from a British newsreel.
In addition to the great images, note the narrator’s use of political satire when he says, “When women’s figures are nationalized, they’ll be no corset problem. Everyone will go in, and come out, in the same places.” ‘video & content from girdleluvr’
Hollywood Starlets of the 1940’s created an emormous impact by wearing glamorous lingerie.
(image: delamanodelseptimoarte)
(discovered at: ghastlydelights.tumblr.com)
Starting soon… Michelle Metens owner of Dollhouse Bettie, the much celebrated shop of vintage lingerie, will be the new blogger for ‘Lingerie That Lingers’!
