Fashion Industry in the second world

war:
How Clothes Rationing Affected Fashion In The Second World War?

Clothes were rationed in Britain from 1 June 1941. This limited the amount of new garments
people could buy until 1949, four years after the war's end.

Despite the limitations imposed by rationing, clothing retailers sought to retain and even
expand their customer base during the Second World War. Britain's high street adapted in
response to wartime conditions, and this was reflected in their retail ranges. The government
intervened in the mass manufacture of high street fashions with the arrival of the Utility
clothing scheme in 1942.

Shoppers carefully spent their precious clothing coupons and money on new clothes to make
sure their purchases would be suitable across spring, summer and autumn and winter. Despite
the restrictions, the war and civilian austerity did not put an end to creative design,
commercial opportunism or fashionable trends on the British home front.

But the war never end the fashion When Britain went to war in 1939 it seemingly spelt an end
for fashion. The people of Britain now had more pressing concerns, such as widely expected air
raids and possible German invasion. In many ways war did disrupt and dislocate fashion in
Britain. Resources and raw materials for civilian clothing were limited. Prices rose and fashion
staples such as silk were no longer available. Purchase tax and clothes rationing were
introduced. But fashion survived and even flourished in wartime, often in unexpected ways.

What kind of clothes did they wear during World war?

Utilitarian coats and trouser suits, zipper-front jumpsuits and print cotton frocks were cut with
a smart look and a sense of style. Life went on between the air raids and women still looked in
the mirror. Where hope existed, so did fashion. 'Making Do' was a motto for every country
involved in World War II.

War Production Board Restrictions:

On March 8, 1942, the US War Production Board (WPB) issued order L-85 with the
goal of 15 percent reduction in the amount of textiles used in women’s wear. Skirt
length and width were restricted, as well as the width of women’s slacks. The WPB
prohibited pleats, ruffles, patch pockets, attached hoods and shawls, and full
sleeves or skirts. Hems and fabric belts could be no wider than two inches, and
garments could have no more than one pocket. Exemptions were allowed for bridal
gowns, maternity clothes, and religious vestments.
Price Controls:

The textile situation worsened in 1944. Manufacturing of civilian clothing fell 50 percent, and
prices began to rise. To prevent rampant inflation, the Office of Price Administration instituted
price controls on clothing on March 19, 1945, which were lifted on August 18, 1945.