1940s Fashion and Style Trends in 40 Stunning Pictures

Despite the hardships of WWII, the 1940s were still a brilliant decade for fashion. Hollywood’s Golden Age stars – from Rita Hayworth to Katharine Hepburn – dazzled in gorgeous gowns, while women across the West embraced a more utilitarian yet chic look.

Here, some of the best of the 1940s fashion and style trends highlight by Francesca Rice from Marie Claire in 40 stunning pictures.

1. Joan Crawford, 1940s

Check out Joan Crawford’s shoulder pads and decadent jewels – now we know where Joan Collins got her 1980s style inspiration from. A perfectly-tailored peplum finishes off her sharp look. Power dressing at its very best.


2. Christian Dior’s New Look, 1947

This was a groundbreaking move in fashion to redfine women’s post-war styles and revive France’s fashion industry after a difficult few years. The collection – featuring gorgeous full skirts and waist-cinching jackets – was Dior’s first and became forever known as the New Look after Harper’s editor Carmel Snow said in 1947: ‘It’s such a new look!’.


3. Ava Gardner, 1944

Ava Gardner was one of the biggest film starts of the decade. Here she is in 1944, showcasing the beauty of a belted waist.


4. Bette Davis, 1943

Bette Davis works a blue gown in this seductive shot, taken in 1943.


5. Doris Day, 1948

Doris Day shows us how to work the nautical trend during the filming of Romance On The High Seas in 1948.


6. Rita Hayworth, 1940

The actress embraces androgynous style in a pair of wide-legged trousers and monochrome flats in 1940.


7. Katharine Hepburn, 1940

Katharine rocks a gingham dress and cinched-in waist on the set of The Philadelphia Story in 1940. Note the Peter Pan collar.


8. Joan Crawford, 1946

She’s done it again. Joan shows us how to do floral prints and statement jewels.


9. Grace Kelly, 1947

Princess Grace looks flawlessly chic even as a teen model in 1947.


10. Ginger Rogers, 1942

That wide-brimmed hat and elegant skirt suit made Ginger Rogers look effortlessly pulled-together in 1942. Just check out those leather driving gloves – you couldn’t get more chic. If only we looked this good on our way to the airport.


11. Barbara Stanwyck, 1941

Embellishment and huge cocktail jewels made Barbara Stanwyck look like a total screen goddess in 1941.


12. Rita Hayworth, 1946

This famous black gown from Rita Hayworth’s striptease scene in Gilda set tongues wagging in 1946.


13. Ingrid Bergman, 1942

Check out a flawless Ingrid Bergman working the monochrome look on the set of Casablanca in 1942.


14. Bette Davis, 1940s

Bette Davis knew how to rock clashing brights, topping off her look off with a slick of red lipstick.


15. Rita Hayworth, 1940s

Rita Hayworth works a printed bikini, huge sun hat and peep-toe heels.


16. Ladies in Paris, 1947

These midi-length skirts couldn’t be more on trend for AW13.


17. Swimsuit Competition, Paris, 1949

These Parisian girls showcased the latest swimsuit trends way back in 1949.


18. Christian Dior Model, 1947

Has a fur coat ever looked so glamorous? Totally loving those pleats.


19. Ava Gardner, 1940s

More monochrome. A first hint of statement prints. You can’t go wring with a 1940s tea dress.


20. Betty Hutton, 1945

Betty rocks a halterneck bikini and wedges witha turban-style headband.


21. Ann Sheridan, 1942

Ann works the metallics trend in this decadent high-neck gown. We could totally see this on the red carpet at next year’s Oscars.


22. Reard Fashion Show, 1946

Bikini briefs in the forties were HUGE – and note the structured tops. Models perfect their catwalk struts at the Reard show in 1946.


23. Betty Grable, 1940s

We love the bright acid yellow of actress Betty Grable’s bathing suit. So on trend.


24. Lucille Ball, 1940s

This actress knew how to offset her bright red hair in midnight blue and huge earrings.


25. Ladies Sunbathing in London, 1942

These girls still managed to look relaxed and chic while tanning in a park in 1942, as rationing went on around them. A sun tan was the perfect alternative to stockings. And check out those John Lennon-style round sunglasses. This scene would not look amiss on Primrose Hill in 2013.


26. Brenda Marshall, 1940s

Pleats, zips, ruching, AND statement headwear? So many trends. We can’t get enough of Brenda’s turban.


27. Models on Bond Street, London, 1942

The wartime look in Britain became much more austere as the years went by. This was the first collection of Utility Dresses For Women, designed by Norman Hartnell in 1942, and showcased on a very quiet Bond Street.


28. Land Girl in Southern England, 1944

British women headed to the fields during WWII in dungarees and buttoned-up shirts. We love how this Land Girl has cinched-in her waist with a belt. If only we looked this stylish when doing chores.


29. Hedi Lamarr, 1941

Actress Hedi rocks a huge floral corsage for Come Live With Me. So this is where Carrie Bradshaw got her inspiration from...


30. Lana Turner, 1946

Another stunning shot, another turban. Lana’s pastel wardrobe for The Postman Always Rings Twice is simply stunning.


31. Lana Turner, 1943

...and she knew all about the importance of diamonds.


32. Lauren Bacall, 1944

Lauren looks flawless in this thigh-split satin gown in 1944.


33. Barbara Stanwyck, 1940

Barbara rocks a tailored pastel blue suit in 1940 with a pop of leopard print.


34. Betty Grable, 1943

World War II pin-up Betty’s white bathing suit and understated gold jewellery is totally chic. And just look at those curves.


35. Claudette Colbert, 1941

French actress Claudette rocks a gorgeous striped bikini in 1941.


36. Doris Day, 1945

We just love Doris’ preppy chic style and her gold wedges.


37. Ginger Rogers, 1942

Ginger knew all about the power of embellishment. This was her official portrait taken by Paramount Studios.


38. Ida Lupino, 1940s

Actress-turned-director Ida rocks a printed crop top and matching skirt. And we just love her cigarette holder – so sophisticated.


39. Olivia de Havilland, 1941

The crop top was a big look in the early forties, too. We adore Olivia’s impossibly glamorous jewels.


40. Claudette Colbert, 1942

Claudette looks fabulously decadent in a floor-length pink gown, while filming The Palm Beach Story in 1942.

(via Marie Claire)