World War II dominated everything in the 1940s and this was reflected in the fashions. Materials, textiles and other goods were hard to find which forced many to improvise their clothing including using makeup and fake tans to imitate silk stockings. Many of the best fashion houses in Paris were forced to close such as including the Maison Vionnet and the Maison Chanel or relocate to America . Despite this, haute couture tried to keep its flag flying. Humor and frivolity became a way of defying the occupying powers and couture somehow survived. During the Occupation, the only true way for a woman to flaunt her extravagance and add to color to a drab outfit was to wear a hat. In this period, hats were often made of scraps of material that would have otherwise been thrown away, sometimes incorporating butter muslin, bits of paper, and wood shavings. Among the most innovative milliners of the time were Pauline Adam, Simone Naudet, Rose Valois, and Le Monnier.

Among young men in the War Years the Zoot suit (oversized suit with high-waisted, wide-legged, tight-cuffed pegged trousers). Many actresses of the time, including Rita Hayworth, Katharine Hepburn, and Marlene Dietrich, had a significant impact on popular fashion. The couturier Christian Dior created a tidal wave with his first collection in February 1947. The collection contained dresses with tiny waists, majestic busts, and full skirts swelling out beneath small bodices, in a manner very similar to the style of the Belle Époque. The extravagant use of fabric and the feminine elegance of the designs appealed greatly to a post-war clientèle and ensured Dior's meteoric rise to fame. The sheer sophistication of the style incited the all-powerful editor of the American Harper's Bazaar, Carmel Snow, to exclaim 'This is a new look!'.

Hair styling was very important in the 40s with long glamorous hair often set with rollers and parted to one side. These styles were made popular buy some of the most beautiful actresses in Hollywood such as Rita Hayworth, Lauren Bacall, Judy Garland, Ava Gardner and Ingrid Bergman. Fashion styles of the 40s to look out for are Hair – Longer, glamorous hair set with rollers into a wavy pageboy style Dresses – Full Skirts, Cinched Waist and Wrap Dresses, Tailored Skirt Suits Accessorie s – Padded Shoulders, Gloves, Scarves, detachable Collars and Hats Shoes - Mary Jane's, Flats, Penny Loafers, Platform Shoes and Ankle Strap Shoes.

Post War and the 1950s become a time of hope and greater prosperity where fashion not only followed the trends of Parisian haute couture such as Cristobal Balenciaga, Hubert de Givenchy, and Pierre Balmain but also followed the glamorous American fashions from Hollywood with outfits worn by the likes of Marilyn Monroe, Lauren Bacall, or Grace Kelly. Using apparently luxurious materials, such as sequins, chiffon, and fur, the clothes were very simply cut, often including some memorable detail, such as a low-cut back to a dress which was only revealed when the actress turned her back from the camera or some particularly stunning accessory. The most influential and respected designers of Hollywood from the 1930s to the 1950s were Edith Head, Orry-Kelly, William Travilla, Jean Louis, Travis Banton, and Gilbert Adrian.