There was a time in the history of the society, when clothes were just about covering the body. Then came the aesthetic part of it, where clothing needed to look good. These got more flamboyant and elaborate and clothes were no more clothes but a status symbol.
Then came the war. People, especially women experienced huge transformation in the way they had to (or got to) dress. If the roaring 20s told women to dress up and look pretty, the war days needed women to get up, dress up, and show up, wherever their duty called.
During the war days, fashion was not out of the equation but had to be more functional.
These were the days when woman’s wardrobe saw the wrap dresses that would make their daily dressing much easier.
The WRAP story
In the 30s, Elsa Schiaparelli came up with earlier versions of wrap dress, but they more to do with design elements that the functionality of it. It was rather the “popover” dress by Clare McCardell in the 40s that turned out to be the right thing at the right time.
McCardell’s idea, however, was to be more in sync with the lifestyle of women at the time of war. With their men at war, women would have multiple responsibilities both at home and outside. So, a garment that could serve multiple purposes and save time, would be more than welcome.
(Image Credit: Vintagepatterns.fandom.com)
From acting as a cover-up to a proper dress or even a jacket, the dress that quickly wraps around your waist and looks great, without much hassle, became quite popular among the wartime wives and daughters who would juggle work and home.
For more than 40 years, the wrap dress has remained a statement synonymous with the hard-working woman. It’s easy and quick to wear, fulfills the purpose of a dress and a jacket while adding a lot of elegance to your styling.
Fast forward to 1974, Diana von Furstenberg reimagined the classic silhouette, but with more flexible fabric, interesting necklines, a sash at the waist instead of button or clips for convenience, and prints that would spruce up the overall look. She might not have invented the concept but she perfected the idea and defined it as we know today. That’s how “THE WRAP” dress became synonymous with Diana von Furstenberg.
Inspired by DVF’s iconic creation and the history of the wrap dress, we have created a modern incarnation of this classic silhouette that not only fits every body shape and type, but also every lifestyle of the modern woman.
Our exclusive and customized fabric, motifs, and design add to the visual appeal, while the original concept of the wrap makes it practical and effortless.
We believe that everyday dressing should be a satisfying, hassle-free affair while making you look and feel equally great!
The wrap dress is designed to do exactly that – accentuate your body, add a lot of sophistication to your style statement, while helping you save time, effort, and the perpetual conundrum of design complexities.
