While looking thru the vast Internet the other day, I stumbled upon an amazing collection of photos from the New York World’s Fair 1939 and 1940 exhibits called, Hall of Fashion & The World of Fashion.

It was a beautiful collection of fashions, style and design. I was instantly drawn in and knew I had to share my findings with all of you.

So for today’s post I am going to supply a high level overview of the history of these exhibits and then showcase a collection of fantastic fashion images I found online at the ‘New York Public Library Digital Collections‘.

Please note, that most of the images will be from the ‘World of Fashion’.

Let’s take a look….

Models or observers at the fashion show at the 1940 World of Fashion

About the Two Fashion Exhibits (high level overview):

THE FULL HISTORY OF THE EXHIBITS: If you have time, I recommend taking some time to read the full paper entitled “New York Fashion Industry Goes to the Fair” by Luisina Silva -Graduate Center, City University of New York.

Note: This paper is one of the only sources of information I found on the history of these exhibits, so this is why I will be referencing it a lot. I will also be picking high level content to share to get a general idea of what each exhibit is about, as it’s very detailed (as a paper should be).

1940 is America‘s opportunity to show its ability in the fields of design and production.

Mary Lewis, Director of Fashion for the 1940 New York World‘s Fair

These two exhibitions were unprecedented in American fashion history by proving that New York City was much more than the garment manufacture hub of America. Between the Great Depression and the beginning of World War II the New York retail industry, fashion magazines, and cultural organizations implemented a series of changes to grant American fashion a significant role in the world with a strong identity different from European fashion.

New York World‘s Fair of 1939/1940 was the first event where the New York fashion industry presented itself as a consolidated enterprise (Source).

The New York World’s fair was open for two seasons, from April to October each year, and was officially closed permanently on October 27, 1940. This was also before the US entered WW2.

The Trylon and Perisphere were two monumental modernistic structures designed by architects Wallace Harrison and J. Andre Fouilhoux that were together known as the Theme Center of the 1939 New York World’s Fair (Source).

The Hall of Fashion -1939

Pylons – On top of Hall of Fashion at night.

The Hall of Fashion was located in the Administration Building that was the main attraction of the Community Interests zone. The Fair organizers, supervised by Fashion Consultant Marcia Connor, planned a space which was arranged according to different fashion styles. The Hall of Fashion had an exhibition area of 26,130 square feet, plus the Fashion Arts program, and an auditorium-restaurant seating of 450 (Source-pg 33) and took 2 years to build.

The space was to be arranged by materials and accessories. The garments and fabrics were displayed on mannequins surrounded by stages that recreated the ambiance. The exhibits were: Rayon, Coats and Dresses, Fabrics, Furs, Millinery, Shoes and Accessories, and Elastic Threads. In addition to the seven areas showcasing distinctive products, the Hall of Fashion had window displays created by department stores and specialty shops advertising their merchandise (Source-pg 33 & 34).

The exhibitions were also grouped by theme, recreating specific ambiances that showcased different garments. For example, “The Sportswear Scene” because sportswear was “America‘s most distinctive form or dress” at that time (Source-pg 35).

1939 the luncheon in Hall of Fashion featuring women from the National Advisory Committees – Women’s Participation (a special committee setup to ensure that there were exhibits that would make women come to the fair. This is how the Hall of Fashion was born).

Fantastic hats btw!

Late 1930s Fashions

1939 “Fashion and Fabrics” display featuring stunning velvet gowns with incredible draping and lines.

The World of Fashion – 1940

Note: Most of the images online were from the 1940 show. I tried to show as much of 1939 as I could.

Eleanor Roosevelt and Harvey Gibson (chairmen of the fair board) cut the ribbon for World of Fashion exhibit.

The Consumers Building of 1939, located across the Trylon, became The World of Fashion during the 1940 New York World‘s Fair and was organized in only six months (Source-pg 41).

The New York fashion industry was making a big effort to incorporate fashion products to the daily life of American women. It was logical then, to devote a whole area and countless activities of the Fair to send the message that American fashion was an important part of the American culture (Source-pg 47).

The World of Fashion featured new textile technology, and the latest fashions, makeup and hairstyles.

One of the goals of this exhibition was to advertise American designers and the new fashions available for the American women. In addition to the exhibits, there was a theater, and also a restaurant that held daily fashion shows (Source-Page 50).

Illustration of the Accessory Arcade

Accessory Arcade: “One of the most interesting parts of the important ‘World of Fashion’ exhibit at the World’s Fair of 1940 in New York is the amusing Accessory Arcade. The presentation of the important little things that make or mar costumes will be displayed in cleverly illuminated shadow boxes, the exhibit technique used in New York’s famous Aquarium and some of its most up-to-date museums. Here bags, belts, jewelry, gloves, handkerchiefs, and scarfs will be displayed with all the distinction of rare gems in a Fifth Avenue jewelry shop.” (Source).

Photo of the Beauty Parlor Building

The Early 1940s Fashions

Models in their stylish 1940s pajamas during a fashion show.

Further Reading: Vintage Pajamas & Loungewear of the 1920s-1950s

Models in front of the George Washington statue modeling what looks like summer / beach fashions.

I will 100% take the first outfit. Yooza!

Models at the “Take Away a Dress Fashion Show” at Court of Peace. 10,000 eager women spectators waited to hear their numbers drawn to win one of the 400 dresses, bathing suits, beach robes and sports clothes given away (the image above looks like it is part of this show).

1940 Teenage fashion show-Brooklyn girls of the Eastern District High School modeling a plaid jacket, blue midriff swimsuit, blue taffeta evening gown, and a blue organdie frock.

Women’s Bathing suits / swimsuits fashion show.

I adore this swimsuit with the cape and the cute pattern.

Stylish coats of 1940 for any age.

Further Reading: Plaid: A Fall Fashion Trend. The Vintage Edition & Vintage Photos of Saddle Shoes

Gorgeous Evening Gowns

Collection of 1940 Hats

Hat designed for “Best Dressed American Woman”.

“To reflect the dignity and distinction of America’s “best dressed woman”, this beige headpiece with narrow brim and high shirred crown trimmed with paralcoot (spelling?) in several shades of green was designed by Germanine Montabert, internationally famed French milliner, for Mrs. Harrison Williams, acclaimed this year as “best dressed American woman”.

Hats for Headliners and a large beach hat matched with a rayon suit.

Collection of 1940 Hairstyles on Display

Liz note: As a lover of vintage hairstyles, this collection of images is so exciting!

Practice makes perfect! A good hair set is a must when you want to have an authentic vintage hairstyle, or in this case a 1940 hairstyle.

Early 1940s hairstyles aka 1940 were still rooted in late 1930s looks were still popular (but slowly moving away as you can see in a few other photos I have provided).

Models putting on their makeup.

I think this has to be my favourite photo of this whole blog post because of the fantastic back view of the women’s hair (fantastic inspiration for those looking to get into 1940s hairstyles).

What a stunning hair crown with a fantastic hat and veil to show it off. Love it!

In 1940 the US had not yet entered the war, so hair snoods which would become popular with women working in factories, were strictly being showcased at the fair as a fashion accessory.

Crocheted versions (as seen below) were popular because women could make them at home. They were often attached to a ribbon tied in a bow at the top of the crown as our young woman is showing off.

Further Reading: A Vintage Guide to 1940s Hair Accessories (where you can buy your own version of this snood).

Further Reading: There are so many photos I could not share them all here, so I would 100% recommend taking a visit to the digital archive collection and browsing the stunning fashions at your own pace. ENJOY!!

Fun side note: Lindy Hop was also featured at the the 1939 fair. Here is fun video showcasing this awesome dance (I’m showing this because I’m a lindy hopper).

Excerpts (no sound) from amateur color footage in the Prelinger Archives, taken at the 1939 New York World’s Fair, showing firstly the Savoy Ballroom exhibit, and secondly jitterbugs dancing to Glenn Gray and his orchestra (Source / Video link).

I hope you enjoyed this post and learned a little bit about a large part of the fair that appears to have gone mostly unrecognized (most of my high level research barely said anything about these two exhibits). I know I had no clue about this at all, so I really enjoyed this post.

Please share in the comments section what your favourite photo / fashions were. I love hearing from my readers.

Further Reading (archived Vintage Inn blog posts):

• A Look Inside the 1958 Brussels Worlds Fair
• Chicago World’s Fair – Century of Progress 1933-1934
• Exhibits & Displays Seen At The Canadian National Exhibition (CNE) From The 1920s-1960s
• Vintage Photo Tuesday: Royal Agriculture Winter Fair
• Vintage Fashions 1920s-1960s

Liz