Essential to the new styles of the 20th century was a simplicity that had not previously been seen in women’s fashion.

This modern female wardrobe was achieved through a rejection of formality and multiple layers, in favour of comfort and a lighter, more natural silhouette. And it was uniquely American.

Prior to WWI, fashion was dominated by styles coming out of Paris, the fashion capital of the world. The following decades would see Paris’ authority come under threat from youth culture and new influences from popular culture. Cut off from Europe during WWI, and again during the Great Depression and then another world war, America was forced to create its own identity and came into its own in regards to fashion. Ideals regarding class, status, and gender were seen through a new lens of war experience, greatly affected by the social and economic turbulence of the mid century. What developed was a quintessential style that featured practical, ready-to- wear looks, inspired by so-called “American ideals” of hard work, individualism, and achievement. America’s new direction, especially in casual and leisure wear, was well tailored to an economy based in capitalism and consumerism.

Using a newly developed and highly effective American entertainment industry to market products, American fashions were made popular through cinema and film, music, and television. Consumerism is far more than just economic activity: it is rooted in image and identity, and fashion was the perfect vehicle to market self expression. Through the mid-late 20th century, casual, comfortable, lightweight clothing came to dominate everyday dress. The most successful trends, such as blue jeans, swimsuits, t-shirts, athletic shoes and athletic wear, are now global phenomenons, but grew out of American fashion trends. American identity was evolving, reflected by new styles available in all levels of industry, creating new images and attitudes.