Practical, conservative designs and off the rack clothing became the focus of designers due to rationed fabrics. Women went bare legged as all nylon went to the war effort. Designers used their creativity to design fashions from available fabrics.
Claire McCardell, an American, rose to popularity with her comfortable designs. She sold her work through Lord & Taylor. McCardell used a wide variety of fabrics not traditionally used for dresses such as denim and wool jersey. She also introduced the popover dress, which transitioned from daywear into a cocktail dress.