40's is a term used to describe the style of clothing and fashion that originated in the 1940s. It is characterized by a more relaxed and casual approach to dress, with less emphasis on structure and formality than previous decades. The 40's fashion era was marked by the end of World War II and the return of men and women to civilian life after years of rationing and military uniforms. The fashion industry also shifted away from the conservative styles of the 1930s and began to focus more on the everyday wardrobe of women and men. This era was marked by the emergence of new fashion labels such as Claire McCardell, Anne Fogarty, and Pauline Trigere, which were all successful designers of affordable and practical clothing for women. The 40's also saw the development of a new American culture, marked by the popularity of music, films, and literature that reflected the optimistic spirit of the time.

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