Forties Fashion

During the Second World War clothes, along with almost everything else, were rationed. The adult allowance in Britain was fixed at 36 coupons a year when this advertisement appeared in 1943. It was reduced to 24 by the end of the war.

Advertisement from the Sphere magazine, 1943.

Shoppers were urged to buy the best quality they could afford because the clothes would in theory last longer, give better value for money and save coupons. This “practical” coat eliminated half the annual ration in one sale. The shoes would suck up another seven. If you exhausted your allotment before the end of the year, second-hand clothes were coupon free. So were fur coats for some very strange reason.

The price of £13. 17 shillings might seem like a bargain now but that is the equivalent of £584 today and amounted to more than two week’s wages for the average worker – although probably not for people who shopped at the upmarket Debenham and Freebody .

If you think the fashion-conscious had it tough in 1943, have a look at this page about the weekly food ration. Could you get by on that?

Ration coupons were slowly removed after the war as the British economy recovered but the country didn’t see the last of them until 1954.

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