The 1950s "A New Hope"

         In 1947 "New Look" had symbolized a new hope and by the 1950s both the hope and the style were fully embraced. The emphasis on silhouette and form created a dependency on foundation garments – bullet bras, corselettets, waist-cinchers and girdles.

       The 1950s saw the birth of pret-a-porter (ready-to-wear), at first seen as a necessary evil but eventually gaining respect. The US War Production Board sponsored a measurements survey of 100,000 women, using the data to standardize sizing for the garment industry.
       1950s fashion was regulated by three C’s – code, conformity and consumerism. Women’s focus was on rearing children and keeping house as they had largely left the war years’ workplace. Both men’s and women’s activities centered around family and home and clothing changed as a result. Emphasis was on practical but attractive housedresses. A woman was expected to wear a hat outside of the house (except for the most formal evening occasions) and gloves at all times – short for day, long for evening.

       The second half of the 1950s still emphasized women dressing for ‘their man.’ Structural garments (such as stiletto heels, girdles and bullet bras) were designed to highlight the natural appeal of a woman’s figure, instead it virtually characterized it.