The American Fashion Industry During the 1950’s

While the trends in the American fashion industry during the 1940s’ were largely influenced by the Second World War and its painful consequences, the 1950s’ witnessed the emergence of new trends in the fashion industry which were introduced with the intention of leaving the past behind and moving towards a new future with hope and optimism. In this post war era, fashion seemed to play an instrumental role in the metamorphosis of the society in form of introduction of original and distinctive styles which were liberal, casual and relaxed as opposed to the traditional styles of the past.

The most prevalent trend in the American fashion industry as regards women were dresses which could be worn casually or formally as evening wear and were available in a number of styles. In this regard, while casual dresses were often accompanied by circle skirts, halter straps and small collars, formal dresses often featured soft colors and were characterized by bold ruffles, tulle trim and dazzling velvet bows. In addition, one could choose between strapless and sleeveless dresses which were definitely an evolution from the rules of the past.

The American fashion industry during 1950s’ largely made use of celebrities to market the innovative trends, and some of the world renowned fashion icons of this period were Marilyn Monroe, Ricky Nelson and Elvis Presley. Among these the biggest influence on men and women alike were Hollywood stars who inspired men to break away from the barriers of the past through wild pegged pants, zoot suits, bright baggy clothes and use of make-up. Since this trend was in complete contrast with the conservative attire of navy suits and ties adhered to by American men, there were many men who refused to emulate this style and stuck to modest colors like dark blue, brown and charcoal in form of collared jackets, cardigan sweaters and plaid jackets.

Likewise actresses were an inspiration for women and the American fashion industry during this time featured full skirts accompanied by nylon petticoats for imparting the royal and glamorous look. Some of the other popular trends among women of this era were the swing coat, the trapeze dress and the new styles introduced by the prominent fashion houses of the decade like Christian Dior, Coco Chanel and Hubert Givenchy. While Christian Dior dominated the American fashion industry through its popular A and Y lines, slim skirts and tunic style suits, Givenchy was popular for his Parisian touch and Chanel created waves through its richly textured and trimmed material.

The American t-shirt during the 1950s’ emerged as a symbol of rebellious youth only to be accepted later owing to its practical design and high comfort level. T-shirts during the 1950s’ were used by companies initially to feature names of resorts and cartoon characters and later on to include names of prominent companies and organizations as well. The position of the t-shirt in the American fashion industry was given credence through its approved use in a number of Hollywood flicks and since then it has remained as an inseparable part of the American youth culture.