’40S

New Zealand Woman’s Weekly - - STYLE STAR -

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.

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