Postcard History

The twentieth century was a period of profound change. It witnessed technical advancements, such as the invention of the airplane, the computer, and the internet – innovations that transformed our lives. The century was marked by two major conflicts, which shaped geopolitics to this very day. Scientific discoveries in medicine and space exploration improved individual wellbeing. And, above all else, social movements advocated for civil rights, independence, and gender equality. There is no hyperbole in the assumption that the “Seventh Avenue Fashionistas” would have told everyone from the 1890s to the 1970s that they were the strongest factor in the gender equality movement, and their efforts were best displayed on the beaches of the world where “modern women” were wearing newly fashioned swimwear.

The twentieth century was the most transformative period in women’s fashion history. The history of swimwear for women, reflected very broad social shifts. Newly formed ideas of femininity and advances in textile technology came together and soundly defeated the Victorian fashion standards.

Among the various styles that emerged during this era, striped bathing suits became particularly popular, symbolizing both fashion innovation and changing attitudes towards leisure and modesty. To understand the significance of these garments, we need to explore their historical origins, design characteristics, and the cultural attitudes that contributed to their popularity.

In the late nineteenth and early twentieth centuries, women’s swimwear was primarily dictated by social conventions that emphasized modesty. Early bathing attire consisted of full-body garments made from heavy fabrics like wool or flannel, often resembling dresses or skirts paired with blouses. These outfits were designed to cover the body entirely and were not intended for swimming. As new designs came to market the old styles were quickly abandoned in favor of the newer and more practical garments. Did someone ask, “What about comfort?”

Developments in textile expertise, particularly the introduction of lighter, quicker-drying fabrics, facilitated the design of more functional swimwear. By the early twentieth century, women’s bathing suits began to evolve into two-piece or one-piece suits that provided greater mobility, though still maintaining modest coverage. The 1910s and 1920s saw the emergence of striped patterns as a fashionable choice, aligning with broader trends in sportswear and casual fashion. Stripes, in bold and garish colors (who could resist wearing a suit of purple and green stripes) with their bold visual appeal, became symbols of leisure and vitality.

The most common pattern was horizontal stripes, often in contrasting colors. The color combinations were visually striking, but they were considered to have a slimming effect that accentuated the body’s curves. The suits were typically U-necked, step-in, one-piece “tubes” that were sleeveless with buttons on the shoulder straps.

The fabrics were usually light, such as silk or rayon with cotton liners. Some such outfits were advertised as having a “dressing time of seconds” and being “comfortable and easier to wear.”

Design details often included decorative elements such as contrasting trims, buttons, or piping that emphasized the striped pattern. Frequently, hats, bows, belts, and scarves were added and it was not unusual that “bathing” shoes became part of the ensembles.

The fitted waistline and very short leg design (often less than three inches) conformed to the fashion silhouette that seemed to balance modesty with a fair degree of femininity. The stripes themselves served as a decorative motif that created visual interest in a time when swimwear was becoming quite expressive.

As women began engaging more actively in swimming and seaside recreation, their swimwear became a symbol of independence. The boldness of stripes, often associated with nautical themes, also conveyed a sense of freedom and they played a role in democratizing beach fashion. While early swimwear was often restrictive and class-bound, the practicality and affordability of striped suits made them accessible to a wider class audience. The pattern’s visual impact also made it a favorite among fashion designers and consumers seeking to stand out at the seaside.

Every iteration blended practicality and style came to be the turning point where women’s leisurewear transitioned from conservative to expressive, paving the way for the diverse swimwear styles that would soon be characterized as “less is better.”

***

It can go without saying that postcard manufacturers in America and throughout Europe took full advantage of the new swimwear designs to create postcards picturing young and pretty girls in sometimes unimaginable settings posed in absolutely idiotic ways.

Now, from a century long look-back, we see striped bathing suits for women as evidence of social change and innovation. They help in the emergence from a period of strict modesty to a time of personal freedom. Their enduring appeal lies in their visual impact. They still evoke a sense of vintage charm.