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The 1940s - 40s fashion - Click

STYLING: ~ 1940s ~ 40s fashion


Women’s fashion in the 1940s combined style and practicality to achieve a lasting elegance. With jackets shorter thanks to rationing, the peplum became hugely popular, helping to narrow the hips while showing off a trim waist. It was also common for women to re-use their coats from the 1930s, altering them slightly by cutting off the bottom of the coat and hemming it to knee length. Classic cuts with no fabric excess were key, often with military influences ~ accordingly wide lapels or double breasted buttoning & shoulder pads became popular styles.


As women often lived by the ‘make-do-and-mend” mantra during the war years, men’s coats became a popular choice, the oversized, draped style became quite fashionable, as did the swing coat, with women occasionally reusing an old coat belt or other belt to draw in the waist, while others enjoyed the free flowing swing cut.



Despite restrictions on designers and rationing of materials, the 1940s has played a key role in fashion history and despite the wartime limitations incredible trends still emerged from these wartime years, and many of these styles are quintessential pieces in the modern woman’s wardrobe today. ~ 40s fashion


The 1940s - 40s fashion


The 1930s & 30s fashion - 1930s fashion Click




There are key eras of the 20th Century whose fashion we look back on and romanticize ~ the 20s and 30s are undeniably two of these such eras; and thanks to the hit TV shows and the period films we've been seeing recently, fashion of the 20s and 30s is having a huge revival, and we couldn't be any happier...

And never was there a decade more in sync with cinema than the 1930s ~ just think of Jean Harlow, for example, who so often wore white satin gowns on screen, and which gave her a luminous quality which many a bride wanted to emulate...For most 1930's brides, a long, sleek appearance was very much desired and a natural, slim silhouette became the fashion with accents on the bias cutting and draping of the gown's fabric. Dresses were often made of satins, in silk especially, or in rayon, and in a neutral palette of ivory, cream, pale gold or pinkish white.


The gowns were imitations of the glamorous evening dresses worn by Hollywood movie stars and were designed to reflect the elegance, romance and glamour of the age, in everything from the drape of the fabric, to the art deco inspired beading & jewel embellishments. As in the 20s, close fitting cloche cap headpieces were very much in fashion, and through the 30s they became more sophisticated and sleek, hugging the head and matching the slimness of the silk bias silhouette.


Vintage Leather Jacket


The perfect vintage leather jacket will change the way you view your wardrobe.



The 60s - 1960s fashion

1960s Fashion – Music and passion were always the fashion..” 

60s big


HISTORY~ BIBA ~ 'Wherever the girls went there was silence.

Elly was completely blue: blue make-up, blue clothes, blue cap and blue curls. Eva was all green, Del all violet. Some girls were all in black...  in their full regalia looking as if they had just left a Fellini set...'

~ Barbara Hulanicki, describing the impact of the Biba look in 'From A to Biba'.


BIBA remains one of the most evocative names in British design history; it pioneered a new style, mixing the contemporary with Art Nouveau, Art Deco and the golden age of Hollywood, dressing itself in the richly luxuriant colours of a bygone time. Biba brought the cutting edge of couture to the masses. Brigitte Bardot, Yoko Ono and Princess Anne shopped there, whilst Sonny and Cher, Mick and Marianne were regular visitors among other celebrities and everyday women who fell in love with the clothing which would define an era.


BIBA is frequently mentioned in the same giddy breath as mini-skirts, Mini cars, the Kings Road and various other London 'happenings' which shall forever define the 1960's as a decade that swung. It was born of humble origins - garments were initially sold cheaply and to many, by mail order in newspapers. But by the early 1970's, Biba - a labour of love, a label, a lifestyle ~ had reached hitherto unknown heights of sophistication, innovation and retail experimentation, via its legendary Big Biba emporium on Kensington High Street, once hailed in the Sunday Times as 'the most beautiful store in the world!'. What linked all the BIBA stores was Hulanicki's skill in creating environments that complimented the romantic, sensual appeal of her clothing ~ and of course her ability to design and create wearable yet beautiful & striking fashion which spoke to the heart and desire of women everywhere. The Victoria & Albert Museum, London now houses BIBA clothing & artifacts as BIBA represents an iconic & historic image of a bygone time.



Biba has now become EXTREMELY sought after & collectable ~ however, the clothing remains, as Barbara Hulanicki intended, a pleasure to wear, sensual. sexy & incredibly stylish!