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19.10.2011- Frida does the 40s

The 1940s have to be my favourite style era- I love the 'make do and mend' attitude, the effortless elegance of the design and, of course, the beautiful printed tea dresses which proved so popular during the period. When this blog was in its infancy, I put together a post about changing fashions through the last seventy years or so, and it was no surprise that the 40s came out on top. It seems I'm not the only one who loves the style of the era either- as this beautiful editorial from the November issue of Elle Sweden featuring Frida Gustavsson proves:

Frida Gustavsson by Andreas Öhlund, styled by Lisa Lindqwister, Elle Sweden November 2011.
Mixing together some Miu Miu and Marc Jacobs with perfectly set victory rolls and a splash of scarlet lipstick, this editorial offers a perfect take on 40s elegance. If you're searching for the perfect high street interpretation of this style, then look no further than this Swallow Print Dress (pictured centre) from New Look, which looks set to cause a stampede when it lands in stores at the end of the month.

What do you think of ELLE Sweden's take on the 1940s? And which era do you find most inspiring?

(Image credit: Andreas Öhlund via fashiongonerogue.)


  1. Such beautiful shots, I wish I looked like Frida, all I know is that when I try and do my hair like that I look like the devil with horns :(

    p.s I totally recommend you go and try Valentina out!


  2. Absolutely beautiful shots, she is really gorgeous! Big fan of the forties, nipped in waists and particularly the footwear of the era. Also, can I ask you, how you make the collages below? I have been playing a bit with this, but your look so professional!!


  3. Amazing photos! I love the 40s vibe! :)


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