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40s





FASHION DURING WAR

World War II changed every aspect of civilian life. Lots of women had to replace their husbands at work or were sent to do war work themselves (especially in medical care). On the other side, fashion was now also in control by government laws. What you wore, how it was made, what is cost and even what you bought were no longer your only personal concern and choice.

In the UK for example, the so-called Utility Scheme was introduced that regulated the quantity and price of clothes that people could buy with coupons.

On the other side, fashion was now also in control by government laws

Some state that fashion

did not exist because fashion implies a 'freedom of choice'. Others however stated the exact opposite, believing the restrictions brought about a need for creativity. With the limitations of the time, the designer was now challenged in his profession. He was controlled by issues such as the length of a skirt, the number of pleats and the amount of fabric used.

Even the designs were being controlled: the length of the skirts, the number of pleats and the amount of fabric used in one garment were all controlled by regulations from the government. All of this brought developments in the Fashion Manufacturing world with it as well. For the first time, manufacturers had to choose their cloths carefully. Because of this, some state the 40's was a time of great developments in the fashion industry.

Short skirts with very little or no pleats were in many countries, ordered by law.

Because of the war, shoes became very expensive to buy resulting in very simple design.

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