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London – 1910’s
        Edwardian Fashion




                            Jess Freer
1910-1920

What this decade brought about
      Changes to women in fashion and in their lifestyle, power
      and rights.
      Societal changes such as signifant events that still impact
      on todays way of life.
      Major store openings such as selfridges and a lot of
      change in the first 10 years of the store opening.
      Less divide between upper and lower class people as they
      were now able to shop in the same place, thanks to
      selfridges.
Major Events
         •   1909 – Opening of Selfridges
         •   1912 – Sinking of The Titanic
         •   1913 – Suffragette movement
         •   1914 – World War 1 started
As you can see from this image this is a snap shot of a fashion magazine
that wealthy women would receive. It is from the late 1910’s and in fact
1918. There isn’t many styles to chose from as material would have been
expensive and only the very wealthy would be able to afford to buy new
clothes. As you can see there is different codes for the different dresses
and most of them cost 25¢
These garments are
very intricate and
detailed. This would
of cost a lot of money
back then as there
would have been no
machinery so all this
detail that you can
see here would have
had to be done by
hand. This meant
that only the very
rich could afford
garments like these.
There is a lot less
material here than in
previous eras as
clothing is becoming
more practical. There
is still no show of the
ankle yet.
Because of WW1, corsets were gone
and so were the massive skirts that
women used to wear. Harem skirts
were in refelcting the views of the
middle east. The war also brought
around a shortage in fabric so
women were forced to wear less
material as it was needed for the
war. Mens and womens shoes were
now starting to look more and more
similar because women needed to
start being more practical.
Emily Pankhurst was the leader of
the Suffragettes who fought for
women’s rights and the right to
be able to vote. During this time
women thought they were
entitled to more freedom and
more power amongst the
community. Their clothes also
reflected in this as the clothes of
the early 20th century were manly
and masculine and no longer
showed off the female body
structure and assets. For a time
women seemed less bothered
about fashion and more about
empowering themselves.
By 1910 Selfridges had
been open a year so
women of wealth were
now experiencing going
shopping in a department
store for the very first
time. The bargain
basement section of
store was aimed at “thrify
housewives,” the
products were displayed
in the same way that they
were upstairs, bringing
selfridges exclusivety to
everyone.In 1910 Mr
Selfridge opened a
beauty department to
the store, this therefore
attracted more women to
the store.
Here as you can see technology is starting
to change, cars and more advanced boats
are starting to be used so there is now
faster ways of things being transported
across different countries. It is also in the
time period of WW1.
Women’s hairstyles
soon started to reflect
what was going on in
society. The hair was
always neatly pinned
up or plaited. This was
more practical than
having long flowing
hair as not much work
could be done with
that, they also stopped
wearing wigs as much
as this was no longer
practical.
Men’s fashion also replicated
the era that they were in, for
example the men that were
in the army, the clothes that
they wore were very simple
and practical, compared to
the clothes that the men
wore that weren’t in the war,
they wore top hats, trench
coats and you could
definitely tell the difference
between the two types of
men, similar to that of
women.

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London – 1910’s

  • 1. London – 1910’s Edwardian Fashion Jess Freer
  • 2. 1910-1920 What this decade brought about Changes to women in fashion and in their lifestyle, power and rights. Societal changes such as signifant events that still impact on todays way of life. Major store openings such as selfridges and a lot of change in the first 10 years of the store opening. Less divide between upper and lower class people as they were now able to shop in the same place, thanks to selfridges.
  • 3. Major Events • 1909 – Opening of Selfridges • 1912 – Sinking of The Titanic • 1913 – Suffragette movement • 1914 – World War 1 started
  • 4. As you can see from this image this is a snap shot of a fashion magazine that wealthy women would receive. It is from the late 1910’s and in fact 1918. There isn’t many styles to chose from as material would have been expensive and only the very wealthy would be able to afford to buy new clothes. As you can see there is different codes for the different dresses and most of them cost 25¢
  • 5. These garments are very intricate and detailed. This would of cost a lot of money back then as there would have been no machinery so all this detail that you can see here would have had to be done by hand. This meant that only the very rich could afford garments like these. There is a lot less material here than in previous eras as clothing is becoming more practical. There is still no show of the ankle yet.
  • 6. Because of WW1, corsets were gone and so were the massive skirts that women used to wear. Harem skirts were in refelcting the views of the middle east. The war also brought around a shortage in fabric so women were forced to wear less material as it was needed for the war. Mens and womens shoes were now starting to look more and more similar because women needed to start being more practical.
  • 7. Emily Pankhurst was the leader of the Suffragettes who fought for women’s rights and the right to be able to vote. During this time women thought they were entitled to more freedom and more power amongst the community. Their clothes also reflected in this as the clothes of the early 20th century were manly and masculine and no longer showed off the female body structure and assets. For a time women seemed less bothered about fashion and more about empowering themselves.
  • 8. By 1910 Selfridges had been open a year so women of wealth were now experiencing going shopping in a department store for the very first time. The bargain basement section of store was aimed at “thrify housewives,” the products were displayed in the same way that they were upstairs, bringing selfridges exclusivety to everyone.In 1910 Mr Selfridge opened a beauty department to the store, this therefore attracted more women to the store.
  • 9. Here as you can see technology is starting to change, cars and more advanced boats are starting to be used so there is now faster ways of things being transported across different countries. It is also in the time period of WW1.
  • 10. Women’s hairstyles soon started to reflect what was going on in society. The hair was always neatly pinned up or plaited. This was more practical than having long flowing hair as not much work could be done with that, they also stopped wearing wigs as much as this was no longer practical.
  • 11. Men’s fashion also replicated the era that they were in, for example the men that were in the army, the clothes that they wore were very simple and practical, compared to the clothes that the men wore that weren’t in the war, they wore top hats, trench coats and you could definitely tell the difference between the two types of men, similar to that of women.