The roaring twenties changes fashion trends for women. Women began to wear more revealing clothing such as the flapper dress. This popular fashion revealed arms and legs and allowed women to flirt with their sexuality. The dress donned a baggy fit to prevent the appearance of promiscuity. Women become more body and image conscious as they start to wear makeup and bobbed hair styles.
Tobacco companies begin to target women.
The advertisements show that smoking can help control weight. Modesty returns after the 1920s. Women's clothing starts to cover more of the body, and cleavage is viewed as obscene. The halter dress appears, but censors require that the navel is covered. Bette Davis becomes an American icon.