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suitcases, square with
handles and locks, often
made by companies that
specialized in leather
goods like saddles and
luggage. To fulfill this
new need, Companies like
Gucci, Prada, Louis
Vuitton and Hermes began
to produce bags expressly
for women and the
designer handbag was
born.
By the early 20th century
when slim skirts came into
fashion, pockets for
women were totally passe
and handbags were
becoming more and more
popular. During this time
most middle-class women
were homemakers and did
not have much to carry so
purses, as well as the
women that carried them,
were still often seen as
decorative. After World
Joy feelings magazine
War I much of this
changed, as wealthy
women were outnumbered
by women with a more
practical attitude toward
life who aspired to do
more than remain at home.
The 1920’s brought with
them a new female
sensibility: opposition to
the unnecessary
embellishment of
Victorianism and to the
demure and servile
attitude of the Victorian
woman. Modern women,
or flappers, shed their
flouncy curls and
elaborate clothes in favor
of a clean, boyish
aesthetic and their
handbag of choice, the
clutch, was reflective of
the 1920’s woman: sleek,
sharp and without the frills
and softness of her
Victorian counterparts.