Women’s daywear fashion in the 1930s emphasized versatility, elegance, and practicality, shaped by the economic challenges of the Great Depression. That being said, although 1930s eveningwear was certainly more glamorous, daywear still maintained a touch of romance! We can easily see why so many people love the fashion of this decade.
We’re excited to talk about this category of fashion today in honor of our “On the Avenue” collection! This stylish collection features two new designs accurate for the 1930s (and 1940s): the Melrose Vintage Pumps and Madison Vintage Shoes. Both were inspired by original 1930s designs, and you can read all about our inspiration and design process in our last blog post, “On the Avenue: Designing Madison and Melrose.”
A key 1930s womenswear trend was the popularity of tailored suits in masculine fabrics like tweed, which offered a polished yet functional option for daytime wear. These suits were often paired with solid leather shoes featuring moderate heels, which were ideal for walking. The suits’ versatility was enhanced by the blouses worn underneath, allowing women to easily refresh their look by switching out blouses of different colors with different necklines. This layering approach helped extend wardrobes while maintaining style.
Day dresses typically featured calf-length hemlines and natural waistlines, often accentuated by belts. Practical yet stylish fabrics like wool, cotton, and rayon were popular, with prints such as florals and plaids adding variety. Accessories such as cloche hats, gloves, and modest jewelry completed the look, reflecting Hollywood’s influence on everyday fashion during this transformative decade. Films such as Morning Glory (1933), It Happened One Night (1934), and The Women (1939) featured beloved Hollywood starlets in stylish suits and other day and afternoon ensembles.
Footwear also played a crucial role in completing a woman’s daywear ensemble. Leather and suede afternoon pumps with asymmetrical details were fashionable, adding a modern, sophisticated touch to outfits. Suede shoes with decorative stitching and perforations showcased fine craftsmanship, while strappy leather shoes became a chic choice for more formal afternoon wear.
Madison and Melrose are both versatile, comfortable, and perfect for vintage daytime ensembles! Still not sure how to wear them? The images below will provide lots of inspiration:
Fun fact: Many of the illustrations above come from De Gracieuse, a Dutch fashion magazine published from 1862 to 1936. This publication was known for its elegant illustrations, fashion advice, and patterns for home dressmaking. Targeted at middle-class women, the magazine offered readers an affordable way to follow international fashion trends, particularly those from Paris, by providing sewing patterns and instructions, allowing women to create fashionable outfits at home. Covering topics such as clothing, accessories, and household management, De Gracieuse helped shape Dutch women’s fashion for decades.
Get the look yourself! The On the Avenue collection is 15% off per pair from October 11-20 in our US and UK/EU stores, with no cap on sizes or colors.
Pre-Order is Open
October 11-20, 2024
15% Discount Per Pair
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