Forties Fashion

I just wanted to share with you a fabulous book I have recently added to my reference library.  I feel really lucky that the university where I work has a College of Fine Arts and, therefore, our bookstore has a very good selection of books about fashion. 

This 208-page softcover book is entitled, Forties Fashion From Siren Suits to the New Look, and it's published by Thames & Hudson.  (ISBN number is 978-0-500-28897-9).  It has 250 illustrations, 196 of which are in glorious color.  It's just chock full of the history of clothing during and after the war years, some of which I had never read anywhere before.

So, if you're a Forties kind of gal, treat yourself to this one!  It's an excellent source of images and information.

The front cover shows a group of French women in 1945 who were sporting dyed hair for the first time since the War began.

World War II Clothing Coupons

Today I started listing vintage magazine advertisements dating from 1947 in my Etsy shop .  I noticed that although World War II was over, clothing rationing was still in effect two years after the war ended in the UK.  Several of the ads gave the number of "coupons" it took to allow purchase of the item.  Here are four as an illustration:

 Rayne Shoe Company

Harpers Bazaar UK

October 1947

Etsy Listing #72763796

 Simpson Buckle Blouse

Harpers Bazaar UK

October 1947

Etsy Listing # 72765982

 Ballantyne Cashemere Sweater

Harpers Bazaar UK

October 1947

Etsy Listing #72766233

 Harrods By-the-Sea Outfits
Harpers Bazaar UK
June 1947
Etsy Listing #72811472

Due to the shortages induced by World War II, women had to use coupons to buy new clothes, cloth, footwear or knitting wool. These government-issued coupons were handed out at the beginning of the year and had to last until the end of the year. In 1941, women were given 66 coupons to use. By 1945, that number had dropped to 36 coupons a year. The government created rules for coupon use. For example, coupons could only be detached from the coupon book during the time of sale. Despite the coupons, some women were still too poor to afford new clothes.