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The Chicest Styles From The ’40s-Era: Guest Blogger

Sometimes, our greatest inspirations for new looks come from the past. Which is why we love The American Vernacular, a recently launched (it started last November!) online vintage store with fantastic, bygone-era inspired taste. Each piece on the site comes with information about its brand history, written by TAV’s owner and founder, Bryn Lander. This week, Bryn shares her vintage style secrets with us and gives the downlow on how to score those glam, leading lady looks.

(Row 1) left to right: Veronica Lake, Lauren Bacall, Ingrid Bergman, Hedy Lamarr
(Row 2) left to right: Ava Gardner, Lana Turner, Katharine Hepburn, Lauren Bacall

Hollywood in the 1940’s portrayed a glamorous, strong, and more independent feminine ideal. But World War II rationing dictated that the look of the era was restrained and practical, with women being encouraged to “make do and mend.”

Films noir with the iconic femme fatale character played by starlets like Mary Astor, Barbara Stanwyck, Lauren Bacall, and Lana Turner were hugely popular and The Maltese Falcon (1941), Double Indemnity (1944), The Big Sleep (1946), and The Postman Always Rings Twice (1946) are some of the genre’s best examples.

But some of my favorite films that defined the era are romantic comedies, like Woman Of The Year (1942) starring Spencer Tracy and Katharine Hepburn; The Philadelphia Story (1940) with Cary Grant, Katharine Hepburn and James Stewart; and, of course, the epic World War II romantic drama Casablanca (1942), starring Humphrey Bogart and Ingrid Bergman. Click through to see today’s 1940s inspired styles!

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Channel ’20s and ’30s Hollywood Glamour: Guest Blogger

Sometimes, our greatest inspirations for new looks come from the past. Which is why we love The American Vernacular, a recently launched (it started last November!) online vintage store with fantastic, bygone-era inspired taste. Each piece on the site comes with information about its brand history, written by TAV’s owner and founder, Bryn Lander. This week, Bryn shares her vintage style secrets with us and gives the down low on how to score those glam, leading lady looks.

(Row 1) left to right: Louise Brooks, Josephine Baker, Clara Bow, Claudette Colbert
(Row 2) left to right: Bette Davis, Greta Garbo, Joan Crawford, Coco Chanel

The first truly modern era in terms of fashion and style was the 1920s to 1930s. Women were embracing their newfound freedoms and means of self-expression in the wake of World War I—not to mention the passage of the 19th amendment, which gave us gals the right to vote. Woot woot!

Get inspired by some of the great films from the early years of Hollywood’s Golden Age, like Clara Bow’s It (1927), Greta Garbo’s first talkie Anna Christie (1930), Marlene Dietrich and Anna May Wong in Shanghai Express (1932), and Clark Gable and Claudette Colbert’s romantic screwball comedy It Happened One Night (1934). Click through to see how to get style like these classic leading ladies!

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