When people felt the negative impact of the Great Depression, designers stopped experimenting because of the lessened demand for clothes.

Trends in women fashion though emphasized a romantic, womanly silhouette. The waist was brought back to its proper position, with hemlines being dropped. Fashion emphasized on the bust, while backless evening gowns became the norm. The female body was modified to a more contemporary tone, while having athletic bodies became a trend. The popularity of having slim and toned down bodies resulted into couturiers to manufacture what is now known as the sportswear. While the concept of “ready-to-wear” was unknown then, boutiques were already making clothes known as being “for sport.”

In the 1930s, Elsa Schiaparelli with Madeleine Vionnet rose to prominence. Both were known for their innovative designs while not shattering the fundamentals of fashion. Schiaparelli became popular with her black knitted white bow. She became known for her exciting designs since then. Some of her noteworthy creations were the desk suit complemented with drawers for pockets, and the shoe-shaped hat. She also made silk dresses colored with flies.

Vionet on the other hand got her inspiration in designing clothes from ancient statues. She created classical gowns that more often than not seemed taken out of a Greek frieze. She also manufactured dresses that suited the body less the unwarranted accessories, in turn creating a flowing and stylish line. By the time she retired at the end of the decade, Vionnet had enjoyed a reputation among fashion industry movers.

World War II closed many fashion houses in Paris. Couture was among those affected by the re-education program initiated by the French government. German invaders took possession of French high fashion, and even considered the relocation of the haute couture to German cities Berlin and Vienna, both of which had little tradition of fashion. These were some of the more significant changes in the French fashion landscape.

During those times, models in fashion shows were limited to a maximum of 75, while the time for evening wear was significantly lessened. Day wear was also made skimpier. In the 1940s, coats were limited to no more than 4 meters in length. Blouses were limited to at least 1 meter. But despite all the restrictions, the fashion industry pushed on, emphasizing humor as a way to defy the foreign powers.

While there were many fashion shops that closed down or relocation during the war, there were a few new names that opened shop. During the World War, women flaunted extravagance by wearing a hat. It was the only way they can do so without earning the ire of the authorities.

Americans took advantage of Paris’ isolation to show off their creativity. American designers introduced innovations in the way men wore work clothes. Sportswear among women also became more popular with American designers manufacturing more of these items.

In 1947, couturier Christian Dior made waves with his collection of dresses with tiny waists, and extravagant busts, a style similar to the Belle Epoque.

In the 1910s the chic silhouette was lithe compared to clothes of the 1900s. Soon the trend for Orientalism began, however, with Paul Poiret one of the early designers to introduce this to the fashion world. He also made the earliest outfit which enabled women to put it on without relying on the assistance of someone else.

Also emerging at this point was the Art Deco movement. Many couturiers showed how much the movement influenced them. Headgears in the 1900s were soon replaced by simple felt hats. During this period too, the first fashion show was organized by Jeanne Paquin, considered to be the first female couturier. She likewise opened foreign couturier branches in other parts of the world like Madrid, London, and Buenos Aires.

Jacques Doucet, like Mariano Fortuny, was an influential designer of the era. The former was known for placing pastel colors, and his clients were impressed with his preference for using delicate materials. Fortuny meanwhile was known for his dyeing techniques as well as a unique pleating process. He called his long, tight fitting dress “Delphos.” Each cloth was manufactured from the finest silk, while the colors were made from continued immersions in dyes. He also made use of a lot of ingredients in his dyeing techniques.

By the time of World War II, trends in the way people wore and designed clothes were influenced more by necessity. Clothes were manufactured to help women in their work. In 1915, fashionable skirts had grown above the ankle.