World War II drastically changed fashion. Rationing led to simpler, more practical clothing. The government introduced utility designs and ration books to control resources. People embraced a "make do and mend" mentality, altering and repairing clothes.

Military styles influenced civilian wear, with trench coats and khaki colors becoming popular. Women's fashion adapted to new workforce roles, embracing trousers and simpler silhouettes. These changes had lasting impacts on post-war fashion trends.

Wartime Fashion and Economic Measures

Rationing effects on wartime clothing

• Government-controlled distribution of scarce resources ensured fair allocation and supported war efforts
• Clothing ration books introduced coupon system limited number per person annually
• Fabric usage restrictions and limitations on trimmings reduced embellishments
• Durability and practicality emphasized in clothing production
• "Make do and mend" mentality encouraged clothing alterations and repairs
• Home sewing popularity increased as a cost-effective solution

Purpose of utility clothing

• Utility Scheme introduced government-approved designs for civilian clothing standardized production conserved resources
• Simple, functional designs with limited color palette reduced fabric waste
• CC41 label (Controlled Commodity 1941) identified utility garments
• Affordable clothing ensured for all maintained morale through access to new clothes
• Production streamlined for efficiency during wartime constraints

Military Influence and Social Changes

Military influence on civilian fashion

• Civilian wear adopted military styles (trench coats, bomber jackets, khaki and olive drab colors)
• Functional elements incorporated into everyday clothing (patch pockets, shoulder epaulettes, brass buttons)
• Post-war fashion trends continued military-inspired looks
• Women's wear adapted uniforms for civilian use
• Surplus military clothing gained popularity in post-war fashion

Women's workforce impact on fashion

• Female employment increased in traditionally male jobs (factories, agriculture, armed forces auxiliary roles)
• Practical clothing developed for working women (trousers, overalls, Land Girls uniform)
• Simplified silhouettes enhanced ease of movement in work environments
• Fashion adapted with shorter skirts for mobility and sturdy, low-heeled shoes
• Head scarves provided safety in factories became fashionable accessories
• Long-term impact led to acceptance of trousers for women
• Shift towards more practical everyday wear blurred gender lines in clothing