100 Years of Fashion


The only way to truly earn you’re fashion credentials is by knowing your facts and the history behind it!  We’re going to go through the last 100 years of fashion and see how its has evolved into todays style!

100 Years of Fashion


The 1920s were heavily influenced by Paris after the First World War, with woman becoming more empowered with the ability to vote. Prosperity was on the rise as prohibition took over. Modern art, music and talking movies were the ‘in thing’. This era also seen the birth of sportswear. People adopted daring looks to match they’re attitudes, with both sexes smoking and having short hair cuts. Dancing was all the range, and illegal parties were alcohol was flowing was where you had to be if you were an anyone. The fashion trends of this era were chemise dresses, cloche hats and very much costume looks. The designers that have stood the test of time from the 1920s are of course Coco Chanel, Jeanne Lanvin and Norman Hartnell.

1920s Fashion


The 1930s was the era of The Great Depression with vast unemployment and a very bad economy. Hollywood stars were a huge influence on the public with their image and styling.  Big bands and swing music was huge. The main trends throughout this time were soft looks with light fabrics, long hems, big hats, fox fur-collared coats and platform shoes. All clothing was being over exaggerated and was big and bold! The designers of the time included Elsa Schiaparelli, Vera Maxwell and Mainbocher.

1930s Fashion


The 1940s was engulfed by World War Two and government restrictions. Shortage of materials meant that fashion was restricted but there was a large emergence of American designers. Sinatra and Crosby filled the airwaves. A lot of women took over men’s jobs along with becoming pin up girls. Manish tailored suits, peplum jackets and knee-length straight skirts filled women’s wardrobes. Christian Dior, Cristobal Balenciaga and Nina Ricci were the designers of this era.

1940s Fashion


The 1950s was famous for the huge ‘Baby Boom’ after the war with an increase in income and bigger families many people moved out to the suburbs. The Korean war was at large during this time. Rock ‘n’ Roll was born and transformed not only fashion but the world. The sportswear look advanced as more people had increased time for sports and recreation. Sweater sets and capri pants were seen on everyone either male or female, with a rise in androgynous clothing. The Ivy League look took over among the men of the world with button down shirts, skinny ties and grey flannel suits! The designers of this era, who are still making a name for themselves now, are Hubert de Givenchy, Yves Saint Laurent, Gucci and Missoni.1950s Fashion


The 1960s saw the start of the fashion revolution with the rise of shopping centres and boutiques. New technology allowed for stretch fabrics to be produced creating more options for customers. Designer names were a must have. The Vietnam War started the antiwar movement which influenced music and fashion. Woodstock was huge for spreading peace and love which influenced the ‘hippy’ fashion. London hugely influenced the world of fashion during the 60s with The Beatles, Twiggy and Mods. There was a new sexual freedom and people could experiment with fashion. Drug experimentation filled every country with people seeking their identities and new values. The 1960s was the age of the mini skirt, jeans and knits. Long hair and wigs were seen on all sexes as a chance to rebel against the norm. The designers of this era were Mary Quant, Emilio Pucci, Valentino and Emanuel Ungaro.

1970s Fashion


The 1970s saw the end of the Vietnam War and a stabilising in the economy. Equal rights for woman were huge with a lot of women working outside the home, which influenced their clothing to become a lot more androgynous. Consumerism took over as more families now had two incomes coming into the one household. Disco dancing and clubs was the new past time, with bell bottoms and hot pants filling the floors. Men were also seen in leisure suits. A romantic time also took over the 70s were clothing was much more light and beautiful. The designers that shone throughout the 70s were Calvin Klein, Vivienne Westwood, Zandra Rhodes, Giorgio Armani and Oscar de la Renta.

1970s Fashion


The 1980s saw another ‘Baby Boom’ and a computer explosion. Music videos were born along with MTV. The movies that inspired millions were Fame and Flashdance, this in turn inspired the fashion of the decade. London once again became a huge influence around the world with Punk, Boy george and Culture Club. Michael Jackson also wowed as a youth hero. Graffiti actually became art and cause a lot of controversy. Androgynous clothing was taking over along with punk hairdos and torn clothes. Hats returned for everyone with backpacks and trainers worn everyday. To juxtapose these tailored suits and classic dressing came back too. Designers were in abundance in the 80s with, Donna Karen, Christian Lacroix, Gianni Versace, Tommy Hilfiger, Issay Miyake, Michael Kors, Karl Lagerfeld and Jean-Paul Gaultier.

1980s Fashion


The 90s was over run with technology and the hype for the millennium. Sex and The City became the most watched television amongst women all over the world influencing their dress sense massively. Companies became worldwide spreading themselves as far as they could. The rise of vintage and retro fashion inspired hundreds of people to start shopping in charity shops. It was the decade of supermodels were they were more famous than celebrities. Grunge was huge due to the likes of Nirvana. Image and branding were more important than style. The designers of this era included Marc Jacobs, John Galliano, Vera Wang, Prada, Alexander McQueen, Tom Ford and Dolce & Gabbana.

1990s Fashion


The 00s saw the expansion of communication technology take over the world. Fashion is a mix of colour, texture and pattern. Old trends have been revitalised such as crop tops, baggy jeans and full skirts. Haute Couture’s influence is dwindling. Retro and vintage clothing is huge with people able to mix old and new looks into one. Women and men now have the advantage of styling themselves exactly how they want without fear of judgement or backlash. Androgyny is continuing to be huge with many people sharing close between their partners. The uprising of the blogger has also ensured that anyone can become a fashion icon. Designers of this era include Zac Posen, Christopher Kane, Stella McCartney and Viktor & Rolf.

2000s Fashion

What was your favourite era????

Love j+j x

Get ahead of the A/W 2012 trends now!

It’s day one of London Fashion Week and we’re very excited at jones + jones HQ! Not only about getting inspiration for our A/W 2012 wardrobes but we’re also very honoured to be featuring in the Lethal Models for UNICEF catwalk show at the official ‘Red Carpet and Cocktails’ Opening Party for LFW hosted by Sex and London City and Fashion Forward PR tonight! We’ll be taking plenty of photos so keep watching this space for all the glitz and glamour of tonights show!

But enough about us as we’ve been checking out the catwalks from New York Fashion Week and LFW so far and have some suggestions for getting ahead of the fashion pack now and channeling A/W trends already!…

First up are collars, they’re huge this season and they’ve already been featured heavily on the catwalks for next season too…


Preen A/W 2012



Victoria by Victoria Beckham A/W 2012


Anna Sui A/W 2012

L'Wren Scott A/W 2012


We at jones + jones love an-so-sweet Peter Pan collar! Check out the Poppy Dress in black and in Peach for S/S styles that will look gorgeous in A/W too, especially with a jumper layered over the top and the collar peeping over…


The jones + jones Poppy Dress in peach

The jones + jones Poppy Dress in black


Next are sheer fabrics, which continue to be popular season after season…


Preen A/W 2012

Vera Wang A/W 2012

Michael Kors A/W 2012

Marchesa A/W 2012


For on-trend sheers have a look at the stunning Sienna Dress in black or if you want to get inspired by the trend but don’t fancy showing too much skin then check out the best selling Border Laura Dress in black


The jones + jones Sienna Dress in black

The jones + jones Border Laura Dress in black


Outshine your fashion peers and sparkle your way into next season in gold…


Marchesa A/W 2012

Marchesa A/W 2012

Michael Kors A/W 2012

Ralph Lauren A/W 2012


Be ahead of this shimmering trend now with the Metallic Pleated Sarah Dress in gold


The jones + jones Metallic Pleated Sarah Dress in gold


And last but definitely not least silhouettes, think full skirts and chic high necklines…


Marc by Marc Jacobs A/W 2012

Marc by Marc Jacobs A/W 2012

Marc by Marc Jacobs A/W 2012

Marchesa A/W 2012

Calvin Klein A/W 2012

Victoria by Victoria Beckham A/W 2012


From the Audrey Dress in black to the Katherine Dress in black and white check to the Vicky Dress with it’s sheer sweetheart neckline, these dresses will take you through the seasons on-trend and oh-so-elegantly…


The jones + jones Audrey Dress in black

The jones + jones Katherine Dress

The jones + jones Vicky Dress in black


Show off your fashion credentials and get ahead of the trends now!

With love, jones + jones x


Catwalk images courtesy of Vogue