The Birth of a Trend
In the 1930s, the Great Depression swept across the United States, leaving many American families on the brink of survival. By 1933, when the economic downturn hit rock bottom, around 15 million Americans were unemployed, and nearly half of the country’s banks had failed. With money scarce even for the essentials, creativity had to kick in. Who would have thought that during this time, one of the most remarkable fashion stories of all time was being born?
The fact is, since the late 19th century, flour and began to be sold in sturdy fabric sacks instead of wooden barrels. Initially, these were rough bags, made from material that was mostly used for rags. However, in the 1910s and 1920s, manufacturers started packaging their products in soft cotton sacks.
And here, American housewives displayed a level of creativity that could only be described as the “life hack of the century.” Why throw away durable fabric when it could be washed and turned into something useful? At first, they made simple items: shopping bags, towels, and diapers. But as money became even scarcer, the skilled hands of American women turned to dresses.
Fashion for the Masses
Before long, rural Americans began wearing clothing made from burlap: farming families transformed the packaging fabric from flour and other products into dresses, underwear, curtains, blankets, and other household items.
Removing logos, dyeing the fabric, and decorating with ribbons, lace, embroidery, and bright helped turn burlap dresses, shirts, and pants into unique fashion masterpieces that rivaled store-bought clothing.
Seeing their bags transformed into clothing, manufacturers decided to cash in on the trend! Smart move, right?
They began producing bags in bright colors and fun patterns, and stores even sold ready-made patterns for burlap dresses. Can you imagine? A whole fashion movement based on… recycling!
For instance, one American museum today holds a brochure titled “Sewing from Cotton Bags,” published by the Association of Textile Bag Manufacturers in 1933, which provided tips on how to remove company logos from bags.
And even if a housewife didn’t have the time or inspiration to wash off the logo, if her son went outside wearing a shirt that said “Beans,” his peers wouldn’t laugh at him because they were all “Potato,” “Corn,” or “Sugar.”
After the war and the economic recovery in the U.S., the trend for burlap dresses gradually faded. People could once again afford regular clothing, and who wanted to remember those tough times? It seemed like the story was over. But not quite!
Monroe Takes on the Challenge!
In 1951, a young actress , whose film career was on the rise, became the target of unkind criticism. The press eagerly discussed her outfits, emphasizing that they looked cheap. One particularly witty (read: cruel) journalist wrote that all the beauty of this blonde was only in her bright dresses, and suggested she try to look good in an ordinary sack.
Well, the challenge was accepted! Twentieth Century Fox took advantage of the situation and a few days later organized a photo shoot where Monroe posed in a dress made from a potato sack, specially created for her. The unusual outfit was adorned with playful fringe and the words “Idaho Potatoes.” The photos of the beauty spread across the country like hotcakes and became a true sensation.
Men were captivated, studio bosses counted their future profits, and sales of Idaho potatoes skyrocketed. As a token of gratitude for such spectacular advertising, a farmer from Idaho, whose sacks were used to create the dress, sent the actress a whole sack of premium . However, as Marilyn Monroe herself recalled, she never got to enjoy the farmer’s gift: “Food was scarce back then, and the guys from the marketing department stole all the potatoes.”
A History Lesson with a Happy Ending
Thus, the future film diva proved several things in one fell swoop: first, that beauty is about more than just expensive and status-laden items. Second, that a sense of humor can conquer any criticism. And third, that ingenuity and creativity are forces that can turn even a sack into a fashion accessory.
The heavy historical chapter of the Depression era, during which the “sack” trend was created, is not forgotten today: the Smithsonian American Art Museum still preserves a dress made from a sack in its permanent exhibition. And we remember that sometimes the best ideas are born where you least expect them!