During the 1950's young people were starting to develop fashions of their own. Three of the most prominent of the Parisian couturiers in the 1950s were Cristobal Balenciaga, Hubert de Givenchy, and Pierre BAlmain. Balenciaga is well known as one of the few couturiers in fashion history who could use their own hands to design, cut, and sew the models which showed the extent of his artistry. In 1951, he totally changed the silhouette, broadening the shoulders and removing the waist. Followed by the tunic dress which he designed in 1955 and which later developed into the chemise dress of 1957.
From the mid-1950s, a new unfitted style of clothing appeared as an alternative to the tight waist and full skirt associated with the New Look.
The French designer Givenchy created a sensation with his separates, which could be mixed and matched at will. His first couture house was opened in 1952. Balmain liked to dress up sophisticated women luxurious elegance, simple tailoring, and a more natural look. His clientele was typified by the tailored glamor of the "New Look", with its ample bust, narrow waist, and full skirts.
One result of the Post-World War II economic expansion was a flood of synthetic fabrics and easy-care processes. "Drip-dry" nylon, orlon and dacron, which could retain heat-set pleats after washing, became immensely popular. Acrylic, polyester, triactate and spandex were all introduced in the 1950s.
In 1954, after closing different boutiques in the war years, Coco Chanel's strong
comeback went in history. She detested the "New Look" to the fashion
world and presented a collection which contained a whole range of ideas
that would be adopted and copied by women all over the world: her famous
little braided suit with gold chains, shiny costume jewelry, silk
blouses in colors that matched the suit linings, sleek tweeds,
monogrammed buttons, flat black silk bows, boaters, quilted bags on
chains, and evening dresses and furs that were marvels of simplicity.
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