Wartime 1940's Clothing Rationing

Wartime 1940's

The Second World War had a huge effect on British Fashion Industries in Europe and America  and consequently the designs of clothing took on a new twist.Due to the German invasion of Paris in June 1940 the international capitol of fashion became cut off from the rest of the world.Britain was ultimately forced to look at its home grown designers,the shortages brought about by the war made the task of new designs even harder.

In 1941 a rationing system was introduced that monitored and regulated the amounts of clothing that could be bought.In 1942 the British Board of Trade brought into force The Utility Clothing Scheme which was in fact a structured system rationing the amount of trimming and materials used in clothing.

Make do and Mend Poster

The British Designers had to therefore incorporate this thriftiness into their clothing designs,which resulted in four basic individually styles-coats,dress,suites and blouses.These were then produced in large numbers and bore the CC41 Utility Label,this label produced a simple look which resulted in nipped in waists and skirts just below the knee.
Silk was manufactured for parachutes and uniforms at this time and a strict ban was placed upon it for the use of clothing and stockings,wool,rayon and wool was also in short supply hence the lady's staining their legs and creating a mock seam.
Make do Mend was the government campaign  all over Britain,women had to restyle and re-use their garments not throw them away.Women were given lessons on how to knit and darn and be resourceful.