From June 1941
Rationing was on food as well as on clothing. Details of the rationing were announced in newspapers and women magazines. The message was in in simple language for the masses to understand without any misunderstanding.
Limited Coupons to Spend:
This meant that women were forced to wear clothes that they had in their wardrobes. This scheme ended in 1952. Some families were too poor that having the coupons made no difference on them.
During the Second World War Paris produced restrained clothing to match the economic atmosphere. The general wartime scene was one of drabness and uniformity. People were encouraged “to make do and meant”
1945 Post War Functionalism in Sportswear
After 1945 a whole new range of synthetic fibres often best suited in the early days of production to knitted fabrics were made into pullover dresses, underwear.
The fifties saw revolutionary changes in sports clothes much of due to the earlier invention and new use of synthetic fibres particularly nylon combined with practical techniques developed in military clothing for example hood
pockets in jacket
elastic inserted in the side of the sky pants
anorak
THOUGHTFUL COLOUR COORDINATION ONLY BECAME A NORM IN TH 60s
Functional Clothes for mass production
Functionalism became strongly associated with sports clothes in the 50s .Consumers noticed how useful the features often were in everyday life. Hooded anoraks and parkas for wet were a big feature. The greater availability of goods in the 50s meant that consumers now made choices.
After the War the new look of 1947
After the war the people became resentful and patient when rationing was not relaxed on clothes. People were bitter because clothes were being made, but were exported in an effort to rebuild the British textile and wool economy.
Paris continued to produce exotic fashions, but America was developing a look of its own which was mainly found in Claire McCardell’s designs. The American look was simple and classic.
New Times, new Look
Christian Dior’s New Look of 1947 was frowned upon by both the American and British governments and people were discouraged from wearing clothes that “wasted too much fabric”. The advice was ignored particularly by Princess Elizabeth and Princess Margaret who were soon wearing it because it had influenced her own designers. People were craving for newness .
The growth of a Media and Consumer Influence on Society
Hollywood Influence
In the 1940s and 1950s American culture became very dominant in Europe. The influence of movies films and the prominence of films starts set the fashion in manners, make up, hair and clothes. Women, Men, and youth all desired look- alike copies of outfits, accessories and jewelry worn by the most popular screen idols. One way to achieve the look was to make your own clothes and customize them to have a similar look.
FOR THE 50s EASY TO MAKE SWEING PATTERS WERE ALSO PROMOTED
Fashion sewing was very popular during the earlier 60s and was a major subject in secondary modern schools in the UK. Night classes abounded in the 60s were women who attended for about 10 sessions had the rudiments of using a sewing machine and cutting a pattern so they could manage to make a dress.
1960s Talent
For the first time ever in any fashion era, the younger became the leaders of fashion. Twiggy . Lesley Lawson née Hornby (born 19 September 1949) known as Twiggy is an English model, actress, and singer. In the early-1960s she became a prominent British teenage model of swinging sixties London with others such as Penelope Tree.
Twiggy was initially known for her androgynous looks, large eyes, long eyelashes, thin build, and short hair.In 1966, she was named “The Face of 1966” by the Daily Express and voted British Woman of the Year.By 1967, Twiggy had modelled in France, Japan, and the U.S., and landed on the covers of Vogue and The Tatler. Her fame had spread worldwide.
Fifties fashion hangs on until 1966
The short skirt was not really worn by many women until 1966 and not nationwide until 1967.