Chasing Unicorns has always been inspired by the decades past. It is a label that is led firmly by a strong dedication to paying homage to the magic, stories, and beauty that resides in the vintage garments of the yesteryears.
The 1940s is a decade close to the Chasing Unicorn heart with Sarah's own beloved grandmother inspiring her to embrace the practical yet feminine designs that the 40’s personified. Despite the hardships of WWII the 1940’s were still a milestone decade for style worldwide. It was an era of trailblazing new looks from couturiers like Christian Dior who created a contemporary silhouette the likes of which the world had never seen and one which is still heavily influencing the fashion industry today.
The 1940’s were all about mixing wartime practicality with the need to be feminine and as a result, the era is defined by a sense of charm and easy sophistication. Skirts were knee length, whilst waists were cinched tightly with belts or dress ties. Shoulders were highlighted by everpresent pretty sleeves giving the 1940’s the ability to embrace the hourglass figure without overtly sexualising it (this was to come later in the 1950’s).
With the Men away at war, women were the real style heroes of the '40s and the silver screen produced many that were not only beautiful and talented but strong and capable (all that we as Chasing Unicorns women aspire too)! Think Grace Kelly, Rita Hayworth, Ava Gardner and Lauren Bacall for some serious style inspiration.
At Chasing Unicorns we are head over heels in love with the simple yet exquisite cuts of the tea dresses and the functional yet always beautiful gowns that the 1940’s are so well known for. Forever feminine yet always highly wearable and breathtakingly charming, that is the true essence of the 1940’s and one we hope that we capture in our pieces for you to enjoy today.
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