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Americašs consumer society started in the 1950s. The decade was marked by unprecedented prosperity. Soldiers who served in WWII and Korea were educated under the GI Bill. Suburbs were filled with affordable housing. Industry boomed. After holding "men's" jobs during the war, women were urged by society to return to home and family. Models were never shown working. Instead, women were portrayed wearing over-the-elbow gloves and expansive taffeta gowns. Femininity was promoted through soft pastel colors: pink, turquoise, yellow, and pale green colored even appliances. Cosmetics were promoted as lures. Advertisements aimed to convince women they could be fulfilled as happy housewives, living with the dream man, wearing the dream dress, keeping the dream home, and rearing the dream family. Jewelry was generally gaudy. High, narrow heels became known as stilettos. Chiffon reined. "The New Look" Dior introduced in the late 1940s blossomed. Waists were cinched, slim-fitting bodices accented the bust, and shoulders were softened, no longer square and militaristic. Skirts were colorful, full, and fussy, with four-inch hems. Full-length coats matched dresses. Women wore figure-hugging pants and pedal-pushers with cropped shirt blouses. People believed that science could control or improve nature and they embraced new artificial fabrics, which were light and warm and quick to dry, offering minimal shrinkage. Nylon, a byproduct of petroleum, was omnipresent. Manmade fibers reduced the weight of suits by about half. Paris couturiers promoted throwing out last yearšs clothes in favor of the new season, introducing planned obsolescence, a marketing concept that continues today. | |
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