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1940s


"Evening Dresses. Evening dresses do not make any lavish display of either chest or back. You remember the style that used to show so much of the back as to be almost indecent! Frocks today depend on their drapings very largely, and in this regard there is much room for individual artistry. Artificial sprays are also used for corsage decoration. Hair dressing is short-waved; elaborate bunched up coiffures are things of the past. It is rare to see a full bare-armed evening frock; short puffed sleeves are de riguer."

Australian Home Journal, August 1940

"Coupon Using. Now that coupons are in evidence, mothers must use their heads in the purchasing of right materials, as coupons cramp one's style very much. Don't buy a too noticeable material, and avoid large pattern designs. In other words, conspicuous cloths are uneconomic."

Australian Home Journal, September 1942

"Renovating Prudes. Some womenfolk frown on the idea of renovating. "It sounds like a secondhand shop," said a social climber in a patronising way. There is nothing to be ashamed of in renovation today, thank goodness. The most extravagant of women are compelled to curb their spending, and fastidious though they be, rejuvenation must come into their scheming. Clothes rationing is making us all very ingenious and a great deal cleverer than we ever suspected. Short Skirts. The recent announcement in the daily papers that skirts are to be shorter to conserve material, makes me think of a definite danger point in dress - too short skirts. Short skirts are charming on young people, and they're quite good on even the elderly woman so long as she has slender legs. But they are positively horrible on the thick-legged woman, whatever be her age. So though you desire to follow all government suggestions, if your legs are stubby, don't have your skirts too short... "

Australian Home Journal, September 1942

"No Elastic. Make your own underwear and don't use elastic! It is important to note this as coupons have to be expended in the purchase of elastic so we are helping the war effort in the saving of rubber. Save Coupons. Now that evening frocks are practically taboo, and you haven't any use for the ones you have - don't put them aside with a "After the War I'll wear them again." After the war there will be new fashions and ten chances to one they will not be worn again. Make hay while the sun shines and save the coupons you would have otherwise spent on new materials."

Australian Home Journal, October 1942

"Holiday Season. This holiday season the beaches and the mountains will be extremely active, regardless of restrictions on travel and hotel and guest house bookings. People feel that the major part of the war is nearing its end and they can express their joy in colourful dressing at holiday resorts."

Australian Home Journal, January 1945

"Liberal Lines. The biggest news of styles is that lines of clothes are being liberated at a very encouraging pace. While Government restrictions on the amount of cloth you can have in any one dress are still controlling any wild and untrammelled freedom of the silhouette, there are points on that silhouette which designers have succeeded in liberating. And, I hear from what are known as "reliable sources," by spring you are going to see much more liberation... And there is a lot of talk about the imminent release of skirts to real all-around fulness. I wouldn't bank on this too much, however, not for a while."

Australian Home Journal, June 1945

"An attempt is being made in several interested quarters to knock the New Look. There are many figures that cannot be made suitable to the New Look, and these folks are against it. We must remember it is a fashion foible which looks particularly well on young girls, but when the older women essay it, particularly those who are amply gifted by nature, it becomes a joke. The New Look will remain with us throughout the summer, as it has done in both England and America, but in a somewhat modified form, no accentuated hips, and an absence of padding."

Australian Home Journal, August 1948

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