Free UK Delivery for orders over £50

The Fashionable Silhouette

Posted by Deco London on

Coco Chanel in a Jersey suit, Biarritz, France 1928

The 1920’s fashionable silhouette lacked structure and was radically different to the Edwardian corseted fashions.  This trend was started by Paul Poiret in 1900-1910s, who abandoned the corset and reinvented the neo-classical empire line dress, which had last been in fashion in the early 1800s.

'La Belle Journée' summer dress by Paul Poiret c.1920

By 1912, this straighter dress shape had been replicated by all the Parisian couturiers. 

Dresses for the beach or golfing, by Jean Patou, 1922

Hemlines crept up during the war, in response to rationing, shortages and the practicalities of women having to go to work in the factories, to support the war effort. By 1918, all fashionable dresses were calf length.  

Actress Norma Shearer wearing a spring suit made of crepe, c1920

Coco Chanel, was the next visionary designer to change women’s fashion. She identified that women wanted more comfortable clothing to help them embrace outdoor activities.  

In 1915, Chanel opened her boutique in Biarritz, selling leisurewear made in jersey; a fabric that had previously only been used for workwear for the working classes.

Day dresses, c.1928, similar in style to Coco Chanel's 'Little Black Dress' of 1927.

Chanel's pauvre chic or ‘poverty chic’ fashions were a great success; exquisitely made and lined in luxurious materials, such as silk
1910s 1920s 1920s fashion 1930s art deco boutique bright young things celebrity coco chanel crepe deco london empire line fashion designer harem pants jazz age jersey luxury Norma Shearer paul poiret ready-to-wear social history

← Older Post Newer Post →

Deco Diaries

1910s 1920s 1920s fashion 1920s toys 1930s 1930s lidos 43 club Ada Coleman Adeline Kent Allied American Bar Annette Kellerman art art deco art deco architecture bass museum Bathtub Gin Bentley Wood Sussex beverly nichol Bizarre boutique bright young things british summer brooklands Butlins cabaret cadillac cafe de paris cecil beaton celebrity chad valley christmas Christopher Tunnard clare hollingworth Clarice Cliff Cocktails coco chanel cole porter Coty crash crepe dean street deco london dismal desmond Donnell Garden dry vermouth edward empire line ernest exercise fashion designer Frequency hopping functionalism Gabriel Guevrekian garden design gardens Gargoyle club gerrard street Gin gossip GPS Bluetooth great depression harem pants Harry CRaddock Hedy Lamarr history Hollywood Honolulu hornby trains Howard Hughes Hutch inventor irving fisher J Greenup Jardin de la villa Noailles jazz age Jean Patou jersey John Rhodes Cobb Joy keep fit kidney shaped swimming pool laboratory land speed record Leslie Hutchinson LNER london louise Brooks luxury Marquis Sommi matisse MGM miami Mien Rhys Millicent Garett Fawcett motor racing Mr Straw My Portrait napier-railton National Trust Norma Shearer norman rockwell Nottingham observer Oscars palace parlophone parties paul poiret perfume photography piano plymouth hotel Prohibition railton special ready-to-wear refugees santa claus Savoy Cocktail book scientist seaside secure wi-fi Septimus Scott snakes and ladders social history socialites soho Sonoma California Sophia Duleep Singh south beach sport sporting fashion sportswear stock exchange strong women summer Sunday Vase swimsuit Tabac Blond Tamara de lempicka technology telegraph The Coterie The Frankli The Hanky Panky The Savoy Hotel The White Lady Thomas Church thomas nash Tom Purvis Torpedos travel treadmill turban US military V&A vintage style wall street war correspondent women's suffrage WWII