Zeitgeist 1930s

Zeitgeist of 1930s A Glance Through History

By Monika Khachatryan

Presidents of the USA, 1930-1940

Herbert Hoover 1929-1933 THE 31ST PRESIDENT OF THE UNITED STATES and and his wife

Lou Henry

Lou Henry Hoover, Portrait, circa 1930

Franklin D. Roosevelt 1933-1945 32nd U.S. President and his wife Eleanor Roosevelt

Lou Henry Hoover, Portrait, circa 1930

Great Depression

Escapism caused a rise of American Movie Industry The weekly average sale of movie tickets was 80 million

Escapism

"No medium has contributed more greatly than the film to the maintenance of the national morale during a period featured by revolution, riot and political turmoil in other countries."

Will Hays

Gone with the Wind, 1939

The Wizard of Oz came out in 1939 LMPC/GETTY IMAGES

Grapes of Wrath First Edition Cover, 1939

Music

Jazz/ Rise of Swing

Duke Ellington

Judy Garland

Glenn Miller

Fred Astaire

Louis Armstrong

Benny Goodman

Benny Goodman And Band, 1935. Chicago History Museum / Getty Images

Architecture

McGraw-Hill Building, by Raymond Hood, 1930

Empire State Building, Shreve, Lamb and Harmon, 1931

Chrysler Building, William Van Alen, 1930

Museum of Modern Art Philip S. Goodwin and Edward D. Stone, 1939

Butler House William Wurster, 1931-1936

Breuer House I, by Marcel Breuer, at Lincoln, Massachusetts, 1939.

Gropius House Walter Gropius, 1937, Modern

Fallingwater, Frank Lloyd Wright, 1934, 1938 Expressionist Modern

Residential Architecture

Minimal Traditional, Post-Depression Minimal Traditional House.

Jackie Craven

Minimal Variations, Minimal Neo-Tudor Style Adaptation. Jackie Craven

Cape Cod and Other Colonial Styles, Cape Cod Houses in 1940s Suburbia. Charles Phelps Cushing/ClassicStock/Getty Images

Usonian Houses, Frank Lloyd Wright Usonian Style Herbert Jacobs House, 1937, Madison, Wisconsin. Carol M. Highsmith, Library of Congress

Bridges 16th Avenue, Viaduct, Iowa, 1937

Golden Gate Bridge, Joseph B. Strauss, 1933-1937 Structural Modern with Art Deco Details

12th Street Bridge Boyd County, Kentucky, and Lawrence County, Ohio

Road of Tomorrow, New York, 1939

The 1930s Body Ideal ●

Sleek and slinky

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Stoop shoulders

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Low breasts

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Natural waistline

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Streamline hips

Beauty Ads

Beauty Ads

Maybelline ad, 1930s

Patterns and Silhouettes

Color Palette ● Soft ● Dusty ● Gentle ● Muted

Vintage 1930s color palette, Pinterest

Hand Drawn Linear Art Deco

Quilt Block Pattern

Geometric Art Deco

Geometric Triangles

Jean Harlow

Original Blonde Bombshell “In the first sitting I fell in love with Jean Harlow. She had the most beautiful and seductive body I ever photographed” Charles Sinclair Bull (portrait photographer)

Charles Sinclair Bull

Polka Dots

On Ice, 1935, Disney Cary Grant, polka dots tie

Ad for polka dot dresses, cerca 1934

Photographer unknown, Mid 1930s Zebra Print, Pinterest

Duke and Duchess of Windsor, Wedding, Introduction of Windsor Blue color, 1937

Polka Dots dress, 1938

Eveningwear of 1930s Birth of Backless Dresses

Madeleine Vionnet, Evening dress, 1932. Silk. The Metropolitan Museum of Art

Photographer unknown. Joan Crawford, 1932. Laura Loveday.

Source: Flickr

Bettmann/CORBIS. Marlene Dietrich, 1930. Kristine. Source: Flickr

Infusion of Casual Chic and Androgynous Fashion by Greta Garbo

Greta Garbo, Who,What, Wear

Greta Garbo in “The Single Standard”

Slouchy Pants Look by Greta Garbo

Designer of the Decade Elsa Schiaparelli’s Whimsical Style

Gala Dali wearing the shoe-hat created by Elsa Schiaparelli from a Salvador Dali design, photographed by André Caillet fils, 1938. The Red List.

Elsa Schiaparelli and Salvador Dali, Courtesy of Fundació Gala-Salvador Dalí

Mrs. Wallis Simpson, The Lobster Dress

A 1938 evening gown by Schiaparelli is shown alongside the Dalí painting that inspired it: Three Surrealist Women Holding in Their Arms the Skins of an Orchestra, 1936

Dalí's Aphrodisiac Lobster Telephone inspired fashion designer Elsa Schiaparelli in the creation of a lobster dress for 1930s socialite Wallis Simpson

Lobster Dress by Elsa Schiaparelli. Dalí saw the lobster as an archetype of sexuality.Photo: Courtesy of Philadelphia Museum of Art

Surrealist Art in Fashion

JEWELRY BY SCHIAPARELLI PINTEREST

Schiaparelli dinner jacket.1937. The Philadelphia Museum of Art

Schiaparelli evening jacket, 1937.

The Victoria and Albert Museum, London.

Man Ray, Le Beau Temps, 1939

“Sleeping” perfume, Spring 1939, Commedia dell'arte collection

“Shocking” perfume, named after her pink Cartier diamond

Glamour is What I Sell. It’s My Stock in Trade.

Marlene Dietrich

Lee Miller American Photographer, Artist, Model Lee Miller American photographer, artist, and model

Lee Miller and Picasso after the liberation of Paris (Š Lee Miller Archives, England 2015. All rights reserved)

Lee Miller, Britannica, nd Picasso's portrait of Lee Miller. Copyright Succession Picasso/DACS, London 2015

NYLON -ďŹ rst totally synthetic ďŹ ber used in consumer products

Nylon stockings go on sale in departments stores in Wilmington, Del., in 1939.

Courtesy of DuPont.

Repeal of 18th Amendment

Grocery Stores

An early grocery store — Photo courtesy of Stockbyte / Jupiterimages

Grocery shopping in the 1930s — Photo courtesy of Retrofile RF / H. Armstrong Roberts

Birth of Supermarket King Kullen

“We are here to stay and to please the public.�

Upon opening, King Kullen boasted that they could reduce your average grocery bill by 10-50% which during the Great Depression years was a major attraction for struggling wage-earners.

Widespread Adoption of Refrigerators Refrigerators started to see widespread adoption in the 1930s. At the beginning of the decade, only 8 percent of American homes had one: by the end, that number had jumped to 44 percent.

Automobile Cars in the 1930s were signiďŹ cantly more luxurious than their 1920s counterparts. Constant innovation led to higher sales, safety and customer satisfaction.

Cadillac released the brand new V-16 engine that redeďŹ ned personal power in an automobile

Automobile

Bentley, launched in 1930 as ‘a dead silent 100mph car’

Chevrolet Series AD Universal

1930 Cadillac Series 452 Madame X

Automobile

1930 Cadillac Series 452 Madame X Chevrolet Series AD Universal

Mercedez-Benz 770 K

Grocery Stores

An early supermarket — Photo courtesy of Retrofile RF / H. Armstrong Roberts

Grocery shopping in the 1930s — Photo courtesy of Retrofile RF / H. Armstrong Roberts

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