A 1970 press ad for a perfume named after Lahore’s historic Shalimar Garden.
The Sari Blouse: 1941-1950
After the sleeveless and puff sleeve blouses of the 1930s as well as styles like butterfly sleeves, the blouse styles of the 1940s are a lot less fitted and often have more than a few details like piping, buttons etc. Soft collars, already seen in the late 1930s, were also popular. You also see a lot of sweetheart necklines (pics 6 and 7) in the latter half of the decade which continued well into the 1950s. Sometimes of course, as in every decade, blouses look very similar to our times (pic 9, right down to the pleated trim on the sleeves).
By the 1940s, it is increasingly rare to see the pallu draped over the head styling of the sari.
In the pics: Girls in a Bengal School, 1944; Still from Samsara Nowka, 1948; Suraiya; Debika, 1941; Yashodhara Katju (X), 1943; Varalakshmi, 1948; Madhubala, 1950; Vintage postcard; Nalini Jaywant, 1948; En Kanavar, 1948.