The early ’40s saw practical design choices shaped by World War II. With materials like leather restricted, shoemakers turned to alternatives like reptile skin and fabric. Styles became a little chunkier, too — think sturdy Cuban heels and closed toes with peep-hole variations. Despite the constraints, the shoes still aimed to flatter the foot, often using ankle straps, decorative bows or fancy cutouts.
Advertising copy from the time encouraged women to treat their shoes with care and wear them in rotation. Slogans like “Wear a pair and rest a pair” showed how limited many wardrobes were. Quality was key, and so was a proper fit. Brands like Gold (Red) Cross, Air Step and Naturalizer leaned into that, promising form-fitting comfort and a polished look to match. “Magic Sole” cushioning and “fit-tested” styles were some of the features designed to help women stay on their feet longer without sacrificing grace.
Heels weren’t only for dress-up. Day-to-day shoes often had a medium heel with a dependable base and a slight platform for support. For evenings, styles like slingbacks and t-strap pumps added a bit more drama. And by the second half of the decade, things softened up again — thanks to the return of leather and a shift in post-war fashion, dressier shoes started to make a comeback with smoother lines and slimmer silhouettes.
Before you fall in love with the low prices of yesteryear, know that — adjusted for inflation — $9.00 in 1944 was roughly equivalent to $164 in 2025 dollars. Not cheap! One of these ads even echoed the popular advice of the time — “Wear a pair and rest a pair” — figuring that a woman would probably have only two pairs of fine shoes at any one time.
Below, we’ve gathered a collection of vintage ads and images that show what women’s shoes from the 1940s really looked like — from spring heels in crisp white to the go-anywhere black pumps that were wardrobe staples. Take a look back at some of the fab and fancy footwear of the forties!
Medium Gold Cross shoes (1940s)
Gold (Red) Cross offers more lovely fashions on the smart medium heel than any other fine shoemaker in the world. Styles include The Coquette, the Chateau, the Uptown, and the Myra.
Air step heels from the 1940s
Air step features styles like the Eileen, a cosmopolitan elasticized Vitality slip-on in soft Catalina Black suede; and the Glen, an elasticized featherweight “V”-throat pump. Also shown: Idona, Loraine, Hilda.
Styl-EEZ: A Selby shoe (1940)
Double your zest for living in Styl-EEZ!
Wear a pair and rest a pair; double the ease, double the looks, double the life of your shoes. Styl-EEZ brings you adorable style that slims your ankle and flatters your instep. Precious features to keep your feet eager to be up-and-going.
After Hours: Air Step high-heeled vintage shoes (1942)
For the radiant after hours: the shoe with the magic sole.
He’ll never guess you’ve worked like a trooped all say, when he sees you with feet dancing-to-go in light little Air Step shoes.
But you’ll say a big “thank you” to your sensible busy-day Air Steps and your gay after-hour Air Steps for that “Fresh at Five” feeling.
It’s their unique Magic Sole — thousands of tiny air cells in a cushion underfoot. How they rest busy feet! Taking the jolts and jars, taking the jangle out of the job. See these feminine shoes with the secret comfort — at your Air Step store.
NOW SEE THIS: 40+ fabulous ’40s hairstyles for women
Air Step women’s shoes with toe decorations & bows (1943)
The classic and lovely style of Air Step shoes; Designs that are simple enough to go with anything, smart enough to go anywhere.
Honest quality in leathers, in workmanship, to save time and service with sureness.
Vintage pumps: Naturalizer brown & black footwear (1943)
Now is the best time in the world to get acquainted with Naturalizer’s smooth, molded fit (no slip — no gap — no pinch).
Naturalizer shoes, in the black key (1943)
Your first thought this season — the good black shoe that will see you through. The Naturalizer shoe with the simple, uncluttered lines, and fine, rich leathers.
The 22k Gold Cross shoe (1944)
Valued at more than a million dollars, and dedicated to the lovely step of youth! This 22k solid gold replica of a famous Gold Cross “Limit” last was created as an enduring reminder that the style of shoes, its fit, its true worth, can be no finer than the last over which it is crafted.
The makers of Gold Cross shoes have known that for many years, and so have millions of smart American women. It explains, perhaps, why Gold Cross shoes, made over the exclusive, youth-giving “Limit” lasts, are America’s largest selling fine footwear.
ALSO SEE: How is lipstick made? Look back to the lip makeup’s 1940s heyday
Naturalizer “fit parade” (1945)
The shoe with the beautiful fit. $6.95
Spring Naturalizer vintage high-heeled shoes (1946)
More smart women wear Gold Cross shoes (1947)
More smart women wear Gold (Red) Cross shoes than any other brand of fine footwear in the world. And you, of course, know why: gracious, young styles, quality beyond their price, and fit that keeps you swinging along with the envied step of youth.
Klevan Bros Spectators in keen color combos (1948)
Fine quality, good fit, and good color combinations these shown and many others… now ready in a grand collection!
Vitality, the more-for-your-money shoes (1949)
Dollar for dollar, you’re twice as smart with Vitality shoes. Here are the new springtime Vitality shoes. Saucy sandals, new pumps, step-ins and ties. More than good shoes — they are really finer shoes for your money.
Women’s shoes from the 1940s: Jacquelines (1949)
Serving advance notice on Spring — beautiful, dutiful Jacquelines — adding fashion excitement to everything. Exquisitely made in the loveliest of leathers.
Vitality vintage women’s shoes from the ’40s (1949)
Compare style for style, materials for materials, fit for fit — you can’t find a better buy for your shoe dollars for Vitality!
Summer wonderful Gold Cross shoes in white (1949)
Summer-wonderful, glade cool whites. Think of a woodland glade, carpeted with lady ferns.
What cooler, fresher inspiration for these wonderful summer shoes by Gold (Red) Cross shoes. They’ll add such a crisp, fresh touch to your summer costumes.
DON’T MISS: Vintage shoe stores: See what shoe shopping really used to be like
Thrill to the cosmetic effect of Vitality shoes (1949)
Shoes with a cosmetic effect? Yes — Vitality! Their perfect, restful fit is reflected in a ready, relaxed smile — and inner glow of good feeling that comes out in your walk, your posture — your very expression!
Beaumont: Smart walking… yours in this Colonial buckle pump with high tongue and crisp squared-off toe.
Norma: A dressy, graceful heel puts fashion’s newest line on an elegant classic pump. Wonderfully wearable!
Susan: 1-2-Buckle your shoe twice? Add a jaunty crossover vamp, a sling back. Presto! High style for town.
Dacia: Here’s the ladylike look. Soft, triple-draped front on a graceful Continental heel pump. Fall’s chosen colors.
Vampire: New high-back, dressy high heel, restful platform! New from closed heel to closed toe and flattering ankle strap.
Gold Cross shoes — America’s unchallenged shoe value (1949)
More smart women wear Gold (Red) Cross shoes than any other brand of fine footwear in the world. But the reason is more than gracious, young styling. It’s their value — fair beyond their price. And their Fit-Tested fit keeps a schoolgirl swing in your step.
Vitality’s open road and outdoor wear shoes (1949)
These newest designs in the gentle lady fashion theme, so delicately wrought by Vitality. Thrill to their “cosmetic effect” – the way their matchless fit shows in a radiant smile, an inner-glow of good feeling that comes out in your walk, your very expression!
Women’s fashion shoes from the ’40s: Enna Jetticks (1949)
Fitting the fashion to the action. That’s the genius of the new Enna Jetticks. Leading, young-minded fashions — just see! — designed with knowing care for yours-truly fit and step-lightly comfort in action.
Maytime sale – various shoe brands (1949)
Why, the shoes pictured here are only a smattering of the many, many exciting new spectators we have in store for Cincinnati’s best-dressed misses and women. Including brands like “Gold (Red) Cross”, “Pandora”, “Dayne Taylor”, and more!
Women’s shoes from the 1940s: Jolene shoes (1949)
“I like the beautiful styling and budget prices of Jolene shoes.” — Yvonne De Carlo, starring in “Calamity Jane.”
Shoe drama in three acts! The front, the back, the side views… all Jolene Hollywood. Inspirations, young originality, color at its costume-making best! Here are value-giving shoes that keep your budget steady. Hollywood inspired them… everyone admires them.
DON’T MISS: 1930s shoes for women: 100 vintage styles
Styles inspired by women’s shoes from the 1940s you can buy today
- ❤[Mary Jane Pumps for Women]: These adorable Mary Jane Pumps are a must have for every woman’s wardrobe, as they never fade in fashion but rather remain the most elegant and stylish choice for...
- ❤[High Quality Chunky Block Shoes for Women]: Office ladies casual Mary Jane shoes with an about 2.5 inch heel, sole width 3 inch
- ❤[Heart Hollow shoes for Women]: Featuring an lace up for a custom fit. Spice up your look and walk with style and confidence!
- High quality shoes start with high quality material, superior shoe upper synthetic PU / suede / velvet.
- More sturdy Chunky block heel measures approx 6cm/2.36 inches, high-class soft insoles provide more comfort.
- These high grade pumps Features: round toe, block low heel, t-straps, Unique hollow design, D'orsay, adjustable ankle buckle closure dance pumps for women.
- Flexible Sole
- Available in Medium and Wide widths
- Manmade traction outsole provides extra stability
- PERFECT HEIGHT: Chunky heel measures approximately 2.95inches/7.5cm. Lengthen your legs and show your perfect figure.
- FASHION STYLE: The feature of the mary janes are block heel, and T-strap, round toe with bow.
- COMFY WEAR: The easy buckle closure is adjustable and flexes with the foot as you walk, while the durable rubber outsole adds impact-absorption and grip. All day wears comfortable.
- Classic Mary Jane Style: These timeless women's dress shoes feature a sophisticated round-toe design, perfect for versatile wear and elegance.
- All-Day Comfort: Designed as comfortable mary jane shoes for women, they include a shock-absorbing cushioned insole to provide extreme comfort even during extended work shifts.
- Confident Height Boost: These mary jane heels offer a 2.8-inch chunky heel, ensuring a stylish lift while maintaining stability.
- these elegant red heels Stylish and Trendy: Bow heels for women are designed with cushioned insoles, non-slip rubber outsole, perfect shoes for women dressy yet practical. Perfect red mary janes ideal...
- All-Day Comfort: The stable 2.5-inch heel ideal low heel dress shoes for women attending wedding, party, office, business, work, evening events, charity balls, dancing, prom, church, night out, casual...
- Upscale Your Look: Mid kitten heel - comfortable to wear low heels for women, slip on with hook and loop fastener, round toe. Romantic design womens dress shoes featuring a classic Mary Jane strap...
- Heel Height: 8cm=3.14 IN"
- Design Details: With a Sturdy Pump Heel to Support You in Every Occasion.; Stable Block High Heel; Easy on and off
- Material Composition: Artificial leather, lining synthetic leather,,no harm to animals
- Upper Material: Synthetic Matte PU, Suede/Velvet, Glitter material.
- Heel measures approx 1.57"/4cm.
- High quality materials and excellent workmanship, Featuring a adjustable T strap that hugs your feet for custom support and provides a comfortable wearing. Your feet will not slip, turn or move out of...
- Heel Height: 2.2", Cushion Soft padding helps to prevent blisters and irritation
- Premium leather uppe, not easy to deform. T-strap closure with adjustable buckle design for a secure fit
- Ultra-Soft Suede Outsole gives you maximum flexibility.Great for spinning on Wooden Floors
- [Item Type]: Lace-up round toe chunky mid heels pumps retro womens wingtip oxfords dress shoes
- [Main Material]: Synthetic upper,non-slip rubber sole
- [Heel Height]: Heel height approximately 1.97"
One Response
These are the shoes that used to surround me as I played with my toy cars and toy soldiers on the floor as a small child when Mum, Gran, Aunts, and Great Aunts gathered for afternoon tea back in the early 1950s. With their destruction threatening solid heels, they will for me forever signify female power of attractive clever cultured ladies. With their tailored pencil skirted suits and fox furs or full skirted flared and belted summer dresses, hats and gloves, red lipstick, mascara, eyebrow pencil, and scented powder and perfume, they caused a feeling and stiring in me that at 6, 7, and 8, I did not fully understand but connected with my attraction to certain pretty girls in my class at school, and the love that the men in my family showed to their wives and girlfriends. I now know that it was my first pre-pubescent heterosexual awakenings as well as the origin of my ‘thing’ for painted ladies in high-heels. Fortunately my wife, whom I met at University 53 years ago, had a similar love of high-heels, and has over 300 pairs of them, so we clicked and fell in love almost immediately. Our son seems to have found someone similar, also at University, and they are now married.
As far as the 1940s/early 1950s shoes are concerned, just the sight of the drawings/photographs of them still has the same effect and whisks me back to the early 1950s.