1940s: The first half of the decade was dominated by WWII . Styles echoed military uniforms and were almost utilitarian. Fabrics were rationed in the UK and thus simple designs dominated fashion during this time, with an emphasis on beautiful tailoring. Post-war, fashion came back with a bang. In 1947, Dior launched his 'The New look' collection; perhaps the most controversial fashion statement made to date. It proposed absolute femininity and extravagance at a time that was still recovering from a period of limitation, yet the new-look demolished pre 1947 styles over night. Billowing skirts, narrow waists, padded hips and rounded shoulders changed fashion in a moment and has influenced it ever since.