![]() ![]() Also on the silver screen, audiences could view the latest in home decoration and modern appliances. Movies showed Hollywood stars wearing the latest designer evening gowns from Paris or the current casual attire. Advertisers could buy space in national magazines to highlight the latest clothing and accessories or spotlight the most attractive new home furnishings to potential customers. ![]() According to a marketing study from Columbia University in 1928, "Fashion is one of the greatest forces in everyday life."īy the start of the decade, spreading the word about the latest fashion vogues was a straightforward matter. Fashion trends touched every facet of American life, including clothing, jewelry, perfumes, cosmetics, appliances, urban design, and automobiles. ![]() The emphasis on style was not limited to the upper classes, nor was it restricted to certain types of clothing. In this energetic environment, more Americans became fashion-conscious. The Volstead Act of 1920 kept intoxicating liquor from the public however, homemade stills (machines to manufacture alcoholic beverages) and illegal saloons called "speakeasies" gave people an opportunity to indulge in an evening's escapade of illegal drinking and maybe a chance to perform one of the jazzy new dances such as the Charleston or the black bottom! These improvements gave many females, especially younger ones, a new sense of empowerment. Women were granted the right to vote and had many more possibilities for jobs and careers. More young people were seeking higher education, and college and university campuses became prime spots for new fashion trends to emerge. The economy was flourishing, and the middle class was enjoying a higher standard of living. The post- World War I (1914–18) era, which stretched through the 1920s, was a time of prosperity and new opportunities. The 1920s Lifestyles and Social Trends: Overview ![]()
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