When people felt the negative impact of the Great Depression, designers stopped experimenting because of the lessened demand for clothes.

Trends in women fashion though emphasized a romantic, womanly silhouette. The waist was brought back to its proper position, with hemlines being dropped. Fashion emphasized on the bust, while backless evening gowns became the norm. The female body was modified to a more contemporary tone, while having athletic bodies became a trend. The popularity of having slim and toned down bodies resulted into couturiers to manufacture what is now known as the sportswear. While the concept of "ready-to-wear" was unknown then, boutiques were already making clothes known as being "for sport."

In the 1930s, Elsa Schiaparelli with Madeleine Vionnet rose to prominence. Both were known for their innovative designs while not shattering the fundamentals of fashion. Schiaparelli became popular with her black knitted white bow. She became known for her exciting designs since then. Some of her noteworthy creations were the desk suit complemented with drawers for pockets, and the shoe-shaped hat. She also made silk dresses colored with flies.

Vionet on the other hand got her inspiration in designing clothes from ancient statues. She created classical gowns that more often than not seemed taken out of a Greek frieze. She also manufactured dresses that suited the body less the unwarranted accessories, in turn creating a flowing and stylish line. By the time she retired at the end of the decade, Vionnet had enjoyed a reputation among fashion industry movers.

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