The Fads and The Fashions

1940s: An Unforgettable Decade

The Fads and The Fashions

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Fads of the Forties

by Courtney Guetschow

There were many new luxuries that arose in the 1940’s that allowed American culture to grow into what we know today. Some of the many new popular items that it public seemed to be engrossed with were: T.V. dinners, which accompanied the recently developed television, Diners, which were like the present ‘Johnny Rockets’, and Tupperware, which became popular in many households. There is no doubt that many of these new luxuries defined how the decade would change culturally.

            The T.V. dinner, or frozen dinner, became very popular in the forties. This was because of two luxuries that the American public had already embraced. The refrigerator and television created a laid-back lifestyle that provided entertainment and simplicity for the modern housewife. With these new household items, wives were able to spend more time on themselves and less time preserving food and caring for young children. It was only a matter of time until the public put the two inventions together and created the handy T.V. dinner (www.tsha.com).

            To go along with the T.V. dinner, Tupperware was created. After it was created families were able to save their excess food and keep it in the new refrigerators. This was helpful because less food was wasted in the already scarce food situation. Every ounce of food that families got was cherished and being unable to save the extra was devastating to some people. Tupperware, although fairly simple in idea, saved a lot of food from being wasted. In today’s world, items such as Tupperware are glanced over constantly and taken for granted, but back in the forties when saving food was important, it was a very ideal item and so many took advantage of it.



Diners became popular also in the 1940’s. Originally ‘diners’

were wagons that pulled food, kind of like a very old version of the

present day ice cream truck. People would pull these wagons around

and pick a place to park. Once they were parked, the public would be

able to pull up the convenient bar stools and stop to have a meal. It

was a lot like a portable bar that served food. During the forties,

automobiles became more accessable to the public and there was no

need for food to be transported around when people could transport

themselves and drive to food. Wagons with food in them became

useless and so they decided to take non-transportable food bars and

were given the name ‘diners’ (www.

kclibrary.nhmccd.edu/decade40/html#fads).

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Fashion

by Lizzie Miller

Fashion experience a complete turn around after World War two had ended. After the war the government issued restrictions and limited clothing and material types. The fashion designers were rationed with how much fabric they were allowed to use on their clothes so the designers started using fabrics such as rayon which had a tendency to shrink and wasn’t very durable for the American person. They were also ordered to design multi-seasonal clothes so women started wearing sportier outfits instead of the long flowing dresses they were used to wearing. Skirts became shorter and straight, and were worn with jackets, and women were encouraged to mix and match their outfits so it appeared like they owned more clothing than they actually did. Leather shoes and handbags were studded with nails as a sign of luxury.

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Swing Dancing

by Patrick Avila

Although swing dancing originated in mid-1920 under the title of the “Lindy Hop,” it was not until the 1940’s that it truly became popular. At this time the popular form of swing dancing was known as the Jitterbug. This style originated from the Lindy Hop, but had its own variations in timing and footwork. Also, this dance was first performed by white dancers unlike the Lindy Hop that was normally associated with African Americans. At this point in time most of the popular music was becoming faster and the dance styles were evolving, however, the ball rooms and dance floors on which they were performed were becoming smaller and smaller. The Lindy Hop was a dance that required a lot of room, so, the development of the Jitterbug went underway in the late 40’s. (UK Swing Dancing Club)

Instead of using an 8 count basic as the Lindy Hop did, the Jitterbug used a 6 count basic. Things such as “swing outs” and “whips” were no longer used due to the diminished space. The new dance was also able to combine its 6 count basic step with other dancing patterns and could therefore be danced with various styles. Generally the Jitterbug depicts an overall light, carefree, and bouncy look and is danced with a low center of gravity with the weight forward, bent knees, and loose body posture. Its an improvisational dance that promoted creativity in the 1940’s as well as the many years come. (UK Swing Dancing Club)

Fashion

by Shea Windberg

Due to the entrance of the United States into World War II, the Military Board cut the civilian usage of fabric dramatically in order to aid the war effort. Men’s fashion greatly fell due to this factor. Wool, a component of suits, was low in supply, so new materials and suits with less fabric were introduced. The zoot suit was a very popular item at the time. This consisted of a long jacket and baggy pants that narrowed at the ankle. This was seen by the Board as “illicit contraband” yet many men continued the style. Long jackets and trench coats in dark colors were very popular in the 1940’s. As the war ended, style changed once again. Now that fabrics were more readily available, men began to wear more casual and colorful shirts, such as Hawaiian print and brightly colored zoot suits. Also, sportswear was introduced during this time. Men no longer had to wear long dark suits everyday on the street. (www.costumegallery.com/1940.htm)

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