The article analyzes the image of European and American women, reflected in the posters and fashion of wartime. The two world wars of the twentieth century had a great influence on many spheres of life of people in the Western world, including the position and image of a woman. Due to this influence, during the period of the two world wars, the ideas of feminism and gender democratization of society, which originated at the end of the XVIII-th century and grew up towards the end of the XIX-th century, finally got stronger. In many ways these ideas were implemented through the active participation of women at work in the rear, where they replaced men who left for war, and also partly on the battlefields, where women served as nurses, cooks, secretaries, intelligence officers and signalers. The implementation of these ideas contributed to changing the role of women in society, and along with their appearance. All these changes are reflected in the posters and fashion of wartime. The wartime posters that used women's images formed (along with the traditional image of a woman in need of protection and patronage from men) also the image of a female assistant and comrade, ready to do male work in the rear and, partly, in the field. Changes in the appearance of women, reflected in the fashion of this time, indicate a significant emancipation of women. The woman changed her complicated and impractical suit and shoes with clothes that could be quickly dressed, were suitable for movement and work. The new image of a woman began to correspond to her new social status, expansion of her area of activity.