In the early 1940s World War 2 had a significant impact on the fashion industry. Americans were required to ration clothes. Almost 85% of materials were to be used for "utility" clothing that was long-lasting, everyday work clothing that did not use unnecessary material. The looks for women were squared shoulders, small waists, and skirts above the knees. Government often times promoted the rationing of clothes with propaganda poster. Another way to get people to ration clothing was to put how-to's in magazines on how to make old clothes into modern ones and promote mending and sewing your own clothes rather then buying new ones.The do-it-yourself fashion were widely seen across America. During the 1940s is when pants and slacks first gained popularity in women. Women were starting to work during the war in American factories because all of the men were serving over seas, so pants were practical for working conditions of the women.
During the early 1940s men who were not fighting in the war often wore longer hair that was greased back, boasted baggy pants, and wide shoulder, basic suits. Vests, pocket flaps, trouser pleats, and cuffs were removed from suits for rationing clothes, but the suit shape remained the same. The style had to be practical and everyday type clothing. Anyone who dressed flashy or different was considered to have lack of patriotism. Natural fabrics had to stop being used because they had to be used for military uniforms.
Post World War 2 brought what was called the "New Look". After the war Americans no longer had to ration clothes so women embraced femininity and the closely-defined waist. Men were able to have a more relaxed fun style also. The "New Look" was a way to express post war prosperity. Women's wardrobe was often soft and romantic. The whole new look was inspired by Christian Dior's lines of fashion. Women were once again back in the homes, no longer apart of the work force, so women were encouraged to express their femininity through clothing.