Britsh Retro Vintage Style - bodycon dress image - What a Sweetheart!Sweetheart is such a darling little word, isn’t it? Adorable, innocent and wrapped in a bow. I bet it mews like a kitten and smells like candyfloss. I bet it wears Angora sweaters, likes hot chocolate and just woke up looking like this…

Alas, like all cutie-pie terms of endearment, sweetheart (from the wrong lips) can be a bit patronising, certainly not an empowering word for a woman to embrace. Personally, I choose to reject the negative, I love the word – it is a confection, an agreeable reminder that hearts and emotions are essentially good. I also love the word when used to describe a particular kind of vintage neckline formed of a curving heart-shaped bow that swoops across the top of the breasts and dips down in the centre. You can find the vintage style throughout history but since the thirties (when Flappers decided to stop ignoring their curves) it has been an enduring favourite. The appeal must certainly lie in that double whammy – universally flattering and easy to wear. The neckline outlines the top of the breast, so whether you are very curvaceous or not, the end result suggests a very pleasing shape. Furthermore, if you happen to have cups that runneth over then the style does not sacrifice coverage and support in order to achieve that sexy look. Yes, the sweetheart neckline is an all-round winner.

I guess you can see why we have to have a sweetheart neckline in our collection. We love that flattering shape and know that it is a great way of generating 50s pinup curves. Have a look at our gorgeous Dee Dee vintage full circle dress, that vibrant red poppy design is a treat and you can see how the gorgeous Bardot style, off-the-shoulder cut, coupled with the adorable sweetheart-shaped dip at the centre of the décolletage balances the generous fabric allowance in that full circle skirt. If you prefer a classic bodycon dress then our Rhonda’s Revenge vintage pencil dress in the same sumptuous red poppy print will fit the bill perfectly. This is a vintage dress with such an iconic shape, that figure-hugging, bodycon style is the very essence of 1950s glamour – it could make a vintage burlesque queen of us all! Of course, like all vintage style fitted dresses, you need to check those measurements carefully before ordering – have a look at our size guide and arm yourself with a tape measure!