Women were encouraged to boost morale during World War II by upping the glamour. That meant luscious lips and longer hair worn in movie-style waves. Brows remained strong but slightly fuller, and a more natural complexion was favoured over pasty white.
With the men away and women filling the void in the workforce, uniform and military influences were seen in the clothing styles of the decade. Because of rationing, hemlines moved up to mid-calf and natural fibres dominated.
‘Every man I knew went to bed with oke Gilda... a nd w up with me’
Redhead Rita was a popular pin- up for men serving in World War II.
The Hollywood icon made the smart, sexy look her own and directors loved her for it.
1 Emerge drape jacket $89.99 from EziBuy 2 Voodoo shoes $249.95 from Ziera 3 Woven leather piper belt $109 from Trenery.
Women with long hair coveted loose, feminine waves that shaped the face.
War dictated much of the fashion of the ‘40s.
1 Nivea Crème, $7.99 2 Via velcro rollers, $6.99 (for six) 3 TheBalm Sexy Mama Translucent Powder, $34.99 4 Estée Lauder Brow Multi-tasker, $68.