Diary

The 1930s marked a pivotal period in the history of fashion. The Great Depression left a lasting impact on society and the fashion industry, alike. Far from the freedom of the Roaring Twenties, clothes became more subdued in tone and conservative in style. This new era gradually lead to a touch of elegance that would eventually make history.

Back to a certain clacisisme

Charleston dresses, tomboy haircuts, sequins and revealing neckline, in the aftermath of the first world war the atmosphere is festive. Skirts and hairs are getting shorter, fashion houses are at their heights. Chanel (already) Lanvin, Jean Patou ou Rochas are dressing the elegant women and the fashion becomes affordable to everyone thanks to the patterns you could find in magazines and that small tailors are reproducing for their clients. But this recovery was only of a short duration. With the 1929 crisis the atmosphere was morose and nobody had the heart to dance anymore.

The classicism that was marking the years before the war is coming back and the fashion becomes more conservative. Whereas the 1920s were giving value to independent and modern women, the 1930s are on the contrary convey the image of the perfect spouse…who is wearing a sheath meant to maintain their belly as flat as possible! During the day, the suit is simple and the skirt ironed and above the knees.

Sleek lines and a new form of elegance, with a touch of simplicity are coming. The dresses are showing the waist and are putting the emphasis on the figure and the neckline is now in the back. Even during the day, women keep their gloves and hats (or their turban around the head!). New fabrics are created like the nylon.

The invention of leisure activities

With the advent of the paid leave, french people are going on holidays and rush into seaside resorts of the Normandy coast or the French Riviera. There are new outfits to play tennis, especially the mini short. On the beaches, the swimming suits are also changing. So far the women swimwear was hiding the body and the legs and was copying the aesthetic of the men swimwear.

With the 1930s, things are finally changing! The swimming suit is becoming a real fashion accessory. Made with elastic fabric or with jersey, it reveals the back using amazing necklines, knots and colorful ribbons. It doesn’t ring a bell? It is actually from 1930s swimwear that we got our inspiration to create our CANOPEA swimming suits.

A retro graphic and timeless style that put the emphasis onto the shape. But of course our swimming suits have a plus: a 50+ sun protection thanks to the recycled fiber Econyl ® - Children and adults from the 1930s didn’t have this chance!

The Hollywood influence

It is also in the 1930s that the fashion photography is born with artists such as Man Ray or Christian Bérard who are magnifying the women shape in Vogue, Harper’s Bazaar or Marie-Claire. On the other side of the Atlantic, Hollywood has its golden age. It is the period of the first movie stars, and more and more the look of the Hollywood actresses is influencing the look of the french women, especially their haircut and make up. It is fashionable to have permed hair that they can wear short or mid length, sometimes in a platinum color, and false lash becomes the standard as well.

The Swedish actress Greta Garbo, who is seducing Hollywood, becomes a real icon. The french women are trying to copy her look and her make up. A real revolution! The eyebrows are plucked from now on and then re drawn with a pen. Eyelashes are endless and the mouth highlighted with a bright red. Another actress, Katharine Hepburn is increasing attention with her tweed trousers suit, a more masculine style but also quite seducing. The 1930s are dictating a new feminism and a style that will continue to influence designer until today.

Discover our collection of sun protective swimsuits for women here.