How Did Ww2 Affect The Fashion Industry

What effect did WW2 have on the fashion industry?

WW2 is a fascinating time of fashion and politics. The fashion of the era was truly representative of the events happening in the world in a most visible way. As fashion moved from idealistic to utilitarian, so did the women taking over men in the workforce. The war caused a remarkable progression on the transformation from pre to post-war fashion. Even after clothing rationing, the women would not let the limitations imposed by WW2 stop them from fighting for their country from their home ground. From the less than ideal conditions creativity and ingenuity sparked this led to the invention of new clothes from the old, and the development of innovative new designs.

Two years after foods rations were first put into place, clothing rations were introduced on June 1, 1941 . At first 66 coupons were given to everybody in a small book to be used each year, an extra 10 coupons were given to children to allocate for growth . In 1942, the number of coupons were reduced to that of 48 coupons, and then again on September 1, 1945, to April 30, 1946, only 24 coupons were issued .

During times of need the clothing coupons were insufficient, so people resorted to transforming old clothing and blankets into new items .

Through this the Make Do and Mend movement sparked, it was first introduced in 1943 . Pamphlets and posters circulated, with advice on fixing old garments; unpicking woollen jumpers and re-knitting them for children and remaining frugal during the gargantuan war effort, were included . As the war went on, buying new clothing became severely restricted by coupon limits, and the ability to repair, renovate and make your own clothing became increasingly important . As the reality that some of the men were not going to return home set in, they reworked and transformed male suits into females two piece set, which included a skirt and jacket

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On the 2nd of September 1945 the Second World War finally came to an end. After the tremendous war effort, the clothing remained bland and of that before WW2, then came Christian Dior. On the 12th of February 1947 at 10:30 am, Christian Dior aged 42 presented his very first collection, two years previous to when the clothing rations were to be lifted. He called this collection the ‘The New Look’. “After wartime rationing the yards and yards of fabric used in the designs was a refreshing change ” and femineity was once again re-sparked into fashion. From then on Christian Dior’s name was ‘synonymous with haute couture’ . This New Look turned the page of restriction, gloom, rations and uniforms. On the 15th of March, 1949 the clothing rations finally were lifted, 10 years after the Second World War had began, and the New Look was becoming widely accepted. Dior’s innovative ideas completely changed post war fashion and the fashion silhouette, the changes still felt by the fashion industry 70 years later .