Timeless styles never go out of fashion.

A lot of the trends emulated in today's fashion were the same styles made popular by women in the 1940s.




Classic cuts that create an hourglass silhouette have continued to be a wardrobe winner decade after decade. Dresses would be nipped in at the waist to enhance curves and accentuate or give the illusion of a narrow waist. This would be followed by A-line skirts finishing just below the knee – that is right, a midi dress!

We’ve picked out a selection of Joe’s remarkable vintage style dresses that would be typical of one of the most popular shapes throughout the 40’s.


Ditsy Vintage DressDitsy Vintage Dress
Flattering Button Through DressFlattering Button Through Dress
Printed Shirt DressPrinted Shirt Dress
Jersey Shirt DressJersey Shirt Dress
Darling Desert DressDarling Desert Dress
Ditsy Vintage DressDitsy Vintage Dress
Darling Desert DressDarling Desert Dress




When it comes to prints, the polka dot really made its mark. First gaining popularity in the 1940’s, polka dots have made an appearance almost every Spring/Summer fashion season without fail since.

Fast forward from the 40’s to more modern days and we have seen many a famous individual adorn the dotty trend. The Duchess of Cambridge, for instance, wore a pretty polka dot midi dress to introduce Princess Charlotte to the World. While Hollywood A-lister, Zoë Kravitz, is also a huge fan of the print, most recently turning heads on the Golden Globes red carpet rocking a polka dot gown.


Spot The Curls DressSpot The Curls Dress
Spot The CurlsSpot The Curls
Flattering Button Through DressFlattering Button Through Dress
Spot The Curls Spot The Curls
Spot The Curls Spot The Curls
Ravishing Retro DressRavishing Retro Dress


Dresses would often be styled with a pretty peep-toe heel, another fashion favourite born in the 40’s! Here are some of our favourite colourful peep-toes from our fantastic new summer collection…


Its Happy Hour ShoesIts Happy Hour Shoes
Sunset Boulevard PeeptoesSunset Boulevard Peeptoes
Sweet Thing Slingback ShoesSweet Thing Slingback Shoes
Summer Love ShoesSummer Love Shoes


Did you know we also have the 1940’s to thank for the two-piece bikini?!
Two-piece swimsuits were made to be fun, feminine and flattering. When bikinis first came into fashion they featured modest high waisted bottoms and colourful prints. This style of swimwear has become a popular trend once again, with the retro inspired two-piece appearing poolside and on beaches everywhere.


Mix & Match HIgh Waisted BottomsMix & Match HIgh Waisted Bottoms
Vintage Palm Skirt BikiniVintage Palm Skirt Bikini
Mix & Match Waisted BottomsMix & Match Waisted Bottoms