This study examined the evolution of midriff exposure in fashionable apparel between 1900 and 1946. There were two objectives: 1) to understand the cultural factors that influenced its adoption, and 2) discover its stages in becoming an erogenous zone. In this exploratory study, a content analysis was conducted on the fashion magazines Vogue and Harper’s Bazaar; these primary sources, plus analysis of selections from three newspapers, proved to be useful for the exploration of how the exposed midriff evolved from exotic dance wear to fashionable apparel. Cultural events assisted in the progression of fashionable exposure from underwear, swimwear, casual wear to evening wear in clothing that bared the midriff. Standards of morality were instrumental in the process of evolution. Production Codes established for motion pictures reflected and reinforced the morality standards of US society. Parts of the body deemed inappropriate for show in the movies were likewise considered inappropriate for fashionable dress. The 1940s was the turning point as popular culture and World War II helped to stimulate interest and more fashion pages featured women in midriff exposing ensembles.
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