The dawn of glamour

Luise Rainer could get away with a nightgown in 1937, but things changed in 1940, the first year the awards were filmed, and stars and their studio bosses realized the PR potential of glamour dressing. That's the year Vivien Leigh won for "Gone With the Wind," wearing a red poppy-print chiffon gown by Irene Gibbons designed to be worn without a bra. That was about as far removed as possible from the corsets and hoop skirts she donned to play Scarlett O'Hara. The gown would still look gorgeous today.
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( Associated Press / February 29, 1940 )

Luise Rainer could get away with a nightgown in 1937, but things changed in 1940, the first year the awards were filmed, and stars and their studio bosses realized the PR potential of glamour dressing. That's the year Vivien Leigh won for "Gone With the Wind," wearing a red poppy-print chiffon gown by Irene Gibbons designed to be worn without a bra. That was about as far removed as possible from the corsets and hoop skirts she donned to play Scarlett O'Hara. The gown would still look gorgeous today.

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