1950 - 1960
Rationing continued, but there was a positive side. It had shown people that fashion wasn’t just for the rich, but was accessible to everyone. And it also had to be practical – to wash well and last longer. In response, Marks & Spencer put a lot of effort into improving products as well as experimenting with new technologies and fabrics.
We took a man-made fabric we had created during the war and made it into a popular line of dresses influenced by Parisian designers. This fabric was known as Utility Schedule 1005 in wartime, but was now renamed Marspun.
By 1955 fashion finally had the chance to rebel against the harsh conditions of the war years. The New Look dress was based upon the ‘Corolle’ collection by Christian Dior, and became very popular. It used a lavish amount of material and went against all the utility clothing regulations. When he saw this new trend the President of the Board of Trade said, “There should be a law against it”.
In 1957 we decided to improve sizing for ready-to-wear clothes (like tailored ‘super-fit’ nylon stockings), which we created through surveys of women’s bodies. Very fitting indeed.
We took a man-made fabric we had created during the war and made it into a popular line of dresses influenced by Parisian designers. This fabric was known as Utility Schedule 1005 in wartime, but was now renamed Marspun.
By 1955 fashion finally had the chance to rebel against the harsh conditions of the war years. The New Look dress was based upon the ‘Corolle’ collection by Christian Dior, and became very popular. It used a lavish amount of material and went against all the utility clothing regulations. When he saw this new trend the President of the Board of Trade said, “There should be a law against it”.
In 1957 we decided to improve sizing for ready-to-wear clothes (like tailored ‘super-fit’ nylon stockings), which we created through surveys of women’s bodies. Very fitting indeed.
M&S New Look dress
Donated by Mrs P Nicholson, this dress was "worn by all five of my daughters, the hems went up and down depending on which child".
Hats were very popular in the 1950s as they provided an easy way to update outfits. This one is made of straw and carries the St Michael logo.
The popular New Look emphasised a narrow waist and created more interest in corsetry. This item is a sample from a wearer trial in 1959.
This toy cat was donated by Lesley Hughes, who bought it in 1954 for 9s 11d. It was very popular, featuring twice in the employee magazine.
M&S’s in-house designer, Charlie Wilkinson, produced this beautifully drawn and coloured design.
Watch M&S adverts from the 1950s
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