The Impact of the Great Depression and Hollywood Glamour

The Great Depression caused a significant decline in the wealthy consumer base in the U.S., which severely affected the luxury goods industry. During this challenging period, the film industry played a key role in satisfying the public’s yearning for glamour. As a result, brands that had once dominated the luxury market began to make room for Hollywood actresses, who became style icons of the era.

The fashion of this time emphasized a fuller feminine silhouette and highlighted the curves of the body through sculptural tailoring. A popular trend was the “white-on-white” style, where luxurious items were often set with diamonds in white gold or platinum. More affordable versions used imitation white gold. This trend naturally complemented the black-and-white films of the era, where brilliant jewelry truly stood out against the monochrome background.

For instance, actress Irene Dunne’s white fur coat paired with diamonds and feather motifs became iconic, especially in black-and-white films around 1935.

The Influence of the Film Industry on Jewelry Design

The power of Hollywood influenced not only the role of jewelry designers but also the image of jewelry itself, transforming it into an advertising medium. Chanel, for example, began producing pieces that focused on the value of gemstones, reigniting the trend for luxurious jewelry. On the other hand, De Beers, with its more mass-market approach, famously launched the “A Diamond is Forever” campaign, which successfully positioned diamonds as a symbol of love. This marketing campaign helped establish the enduring value of diamonds in modern society.

The Mid-1930s: Transformable Jewelry

The image below features a piece of silver, platinum, and diamond jewelry created by M. Dusausoy. The design exclusively uses white tones, creating a bold and striking appearance. Notably, this piece is an example of transformable jewelry, a popular trend in the mid-1930s. The piece can be reconfigured into 28 different designs by combining four basic elements.