After World War II, women were no longer needed in the work place and were encouraged to go back to their homes to be housewives again. In order to make women want to be in the home, some advertisements showed women dressed in long flowy dresses and high heels happily cooking for their families . Other advertisements, however, displayed independent-looking women dressed in exquisite furs, wool coats, and designer suits. Expensive department store executives wanted to attract women to the advertisements; they knew that shedding light on a different aspect of a woman's life was the right way to earn customers. These advertisements made women want extra money in order to afford new clothing. Women began to leave their homes to look for employment. However, those who were lucky enough to find jobs, usually spent their earnings on household supplies to improve their families' lives because that was still considered a woman's "real" job. The 1950s woman was supposed to have one priority, and fashion was not it. Nevertheless, the advertisements showing fashionable women still appeared in magazines.
Furs were considered a status symbol and purchasing them was definitely an expensive task. Women in the 1950s went to extremes to own a very expensive fur coat. Imitation fur also became popular among those who preferred to wear a coat for less money. Evenutally, this led to animal activists boycotting certain magazines that advertised genuine fur to women.