1. London in the 1950s
HOW FASHION EVOLVED THROUGH THE ‘50S

2. London
 The decade brought affluence, conservatism and freedom following on from the Second World
War.
 Britain moved from austerity to prosperity; restrictions and rationing came to an end.
 The reconstruction effort in London post World War II was in full swing.
Many people immigrated to London in the 50s.
(“Growing affluence brought a new assertiveness to young Londoners who looked to America for models of behaviour
and music” – ‘Exploring the 20th Century’)

3. Events
1945 – 1950: The Welfare State was introduced, providing
better care for people as well as generating more jobs and
money which consequently gave more freedom.
1951: The Festival of Britain, opened by George VI
1952: The Great Smog in London
1953: The Coronation of Queen Elizabeth II brought
communities together
('The Festival is the British showing themselves to
themselves - and the world’ -Herbert Morrison)
Museum of London

4. Events
1954: End of wartime restrictions; an increase of department stores took the opportunity to
provide good quality clothes that were “Ready-to-Wear”
1955: Mary Quant opens her first boutique – a young designer responding to the needs of the
young revolution
1958: Notting Hill riots
1960: By the end of the decade, there was more freedom of choice and prosperity

5. Post World War II
Skilled labour was now being introduced from the Commonwealth, with hospitals, houses and
schools being reconstructed following on from the bombings from the war
Record quantities of imports and exports were being passed through London’s docks
 Influences from American music and style brought a new assertiveness to young Londoners
 During the 1950s and 1960s, London was known for the growth of youth culture
(Prosperity returned in the 1950s and London remained a world centre of finance and culture, but the
nation was no longer a major world power – Peter Clarke, Hope and Glory: Britain 1900-1990 (1996)
chapters 7 & 8)

6. Fashion
 Christian Dior launched his ‘Corolle’ line or otherwise nicknamed as
‘New Look’, bringing luxury, femininity and elegance to post-war fashion.
 Mary Quant opens her first boutique on Kings Road, London in 1955
providing the increasingly independent young generation relatively
inexpensive clothes that were immensely popular.
 The glamour of film stars had a profound effect on the 1950s woman,
with icons such as Monroe, Bardot and Hepburn becoming influences for
their elegance and sophistication.
 The ‘Teddy Boy’ movement began in London’s East End in the early 50s; a
British subculture typified by young men and starting in London and
spreading throughout Britain by 1956 - it was often associated with
American rock and roll.

7. Fashion
 During the 50s many new, man-made and easy-care fabrics were introduced, encouraging new
fashions: the slender pencil skirt, the ‘wash-and-wear’ sweater, the permanently pleated skirt,
and the ‘drip-dry’ shirt.
 Before the 50s men's fashions fell into three categories: bespoke tailoring, cheap imitations and
work clothing.
 ‘Ready-to-wear’ fashion ,was introduced with the production of mass development, allowing
department stores such as Marks & Spencer to flourish.
 ‘Mods’ emerged in the late 50s, being influenced by jazz modernists – this fashion continued
into the 1960s.
 The Incorporated Society of London Fashion Designers (Inc Soc) was founded in 1942,
representing British fashion throughout the 50s and 60s.

8. Female fashion
Women aspired to be sophisticated,
classy and perfectly groomed.
 Clothes hand gently softened shoulder
lines, tiny corseted waists, roundly
padded hips and long, swirling skirts.
 Good tailoring and good fabrics were
considered at upmost important.
 The decade signified a more relaxed
attitude to clothes.

9. Male fashion
 During the Second World War men’s fashion had
been somewhat dull; the fashion was dominated by
military clothing.
 Male clothing fell into three categories: elegant
bespoke tailoring, cheaper imitations of bespoke
fashion and work clothing.
 During the 50s introduction of ‘Ready-to-Wear’
clothing made it easier for fabrics to be more
interesting.
 Young male fashion included the ‘Teddy Boy’ look

10. Hairstyles & Beauty
 Hairstyles in the 50s were diverse and varied in length.
 The American film industry for example influenced hairstyles
around the world, both in mainstream fashion and youth
subcultures.
 Hairdressing was big in the 1950s in London and Britain –
hairdressing salons expanded massively.
 The fashion look in the 1950s was a sophisticated one.
 Beauty became big news now wartime cosmetic shortages
were over.
 Such products such as hair lacquer came into general use,
allowing people to create more complex hairstyles and add
height than ever before.

11. Music
 British popular music such as folk music, brass and silver bands and dance
bands were giving way to more American forms of music such as, jazz,
swing and traditional pop.
 Several new jazz clubs were developed in London in the 50s.
 During the 50s mass immigration into the UK and London, brought a
variety of musicians such as Joe Harriott and Harold McNair.
 In the early 1950s, music halls in East End London, introduced Rock and
Roll, whose performers initially topped music hall bills, this type of music
attracted a young audience.
(The music hall is dying, and with it, a significant part of England. Some of the
heart of England has gone; something that once belonged to everyone, for this
was truly a folk art - John Osbourne, The Entertainer, 1957)

12. How 1950s fashion evolved
through a decade
 Between 1940 and 1960, restrictions and austerity
gave way to freedom and relative prosperity.
 The expansion of department stores such as Marks
and Spencer and British Home Stores introduced
mass production of fashion.
 Influences from fashion house in Paris such as
Christian Dior in the late 40s introduced ‘New Look’
to bring luxury that was restricted during the war.
 American influences such as music and film stars
had a profound effect on clothing.
 New fabrics were introduced and encouraged new
fashions.