"A legendary beauty with candy-box looks and sweet nature- (Mulvey 30) was Camille Clifford, the personification of the Gibson Girl. .
World War I brought changes to everyone and convinced women that they could do more and have more freedom. It was a time of female emancipation, when skirts first shortened to show calves, and more practical clothing emerged as women did war work in the factories. The baring of women's legs became a big revolution in the imagery of females. The war and winning of the vote by women in 1920 also was reflected in the growing popularity of short haircuts, obvious face make-up, straightest calf length chemise dresses, and smoking cigarettes through a long holder.
Fashion in the early 20's was still quite elaborate: hairstyles, hats and skirt shapes varied. The bodices with their straight across necklines, flat chests and low waists were very much of this age. Hair styles were shorter than ever, and face make-up was becoming more acceptable. Women were constantly trying to lose weight, so sport became an absolute obsession.
New fashion ideas in the early 30's showed a distinctively different length for day and evening clothes. Floor length evening dresses were worn again for the first time since the early 1910's, and backless evening dresses, a daring new innovation cut almost to the waistline. Trousers worn for sport, evening, and casual wear were a big feature of this decade as comfort became basic equipment. The thirties ended with the Second World War and the worsening economic situation meant women could not afford new clothes.
The heroine of the 40's was strict, but very elegant lady. The base of her wardrobe was made up of formal dresses and costumes. The most widespread costume was a jacket and a straight knee length skirt. For the everyday wear a certain sporty style grew out of utility dress styles, and platform shoes were high fashion.