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Shopping at with lowest price by entering discount code affordable leaflets coupon. As this poster illustrates, mothers were also encouraged to buy children's clothing in bigger sizes so it could initially be taken in and then let out gradually as the child grew.

The 'Make Do and Mend' campaign was launched to encourage people to make their existing supplies of clothes last longer.

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Clothes care was a key part of the Make Do and Mend message. Posters and leaflets were circulated with advice on subjects including how to prevent moth damage to woollens, how to make shoes last longer or how to care for different fabrics. As the war went on, buying new was severely restricted by coupon limits and no longer an option for many people. The ability to repair, renovate and make one's own clothes became increasingly important.

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Although shoppers would have to hand over coupons for dressmaking fabric as well as readymade clothes, making clothes was often cheaper and saved coupons. Make Do and Mend classes took place around the country teaching skills such as pattern cutting. Dress makers and home sewers often had to be imaginative and experimental in their choice of fabrics.

Despite disliking much of the official rhetoric to Make Do and Mend, many people demonstrated great creativity and adaptability in dealing with rationing. Individual style flourished.

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Shortages necessitated imaginative use of materials, recycling and renovating of old clothes and innovative use of home-made accessories, which could alter or smarten up an outfit. Many women used furnishing fabrics for dressmaking until these too went on the ration.

Blackout material, which did not need points, was also sometimes used. Parachute silk was highly prized for underwear, nightclothes and wedding dresses. The introduction of rationing did not make clothes cheaper. Money was still needed to buy clothing, and they were often expensive with prices rising during the war. Every type of clothing item had the same points value regardless of quality. Wealthier shoppers could afford to buy robust clothes which would last. The less well-off had to use the same number of coupons for a cheaper garment of the same type that might wear out in half the time.

Similarly, although the Make Do and Mend campaign suggested ways to repair and recycle old clothes, cheaper clothes inevitably wore out more quickly than more expensive and better quality clothing. The government introduced the Utility clothing scheme in It aimed to deal with this problem by offering consumers a range of well-designed quality and price-controlled clothes affordable for all. The Utility scheme also developed out of a need to standardise production of materials and make factories more efficient to free up more resources for the war effort.

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Strictly-specified Utility fabrics, and clothes made from these materials, gave the public a guarantee of quality and value for their money and coupons. In wartime Britain it became 'unfashionable' to be seen wearing clothes that were obviously showy, yet women were frequently implored not to let 'standards' slip too far. There was genuine concern that a lack of interest in personal appearance could be a sign of low morale, which could have a detrimental impact on the war effort. The government's concern for the morale of women was a major factor in the decision to continue the manufacture of cosmetics, though in much reduced quantities.

Make-up was never rationed, but was subject to a luxury tax and was very expensive. Many cosmetics firms switched some of their production to items needed for the war effort.

Coty, for example, were known for their face powder and perfumes but also made army foot powder and anti-gas ointment. Make-up and hair styles took on an increased importance and many women went to great lengths to still feel well-dressed and stylish even if their clothes were last season's, their stockings darned and accessories home-made. As with clothing, women found creative ways around shortages, with beetroot juice used for a splash of lip colour and boot polish passing for mascara.

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Aspirations and hopes for the future were a dominant theme in many of the government's public information campaigns after the war had ended. In this saving scheme poster from , a new outfit is presented as a post-war dream purchase. Most British people hoped for an end to rationing restrictions in peacetime.

Rationing lasted, albeit in a gradually reduced format, until March and many of the changes brought about by war continue to shape fashion today. Developments in large scale garment manufacturing helped to accelerate the growth of mass market fashion, which in turn helped department stores to flourish.

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The trend towards a more relaxed and informal style of dress also gathered pace in wartime. The Utility scheme ended in , but it had given consumers new confidence to demand value for money and led to regulated standards in materials and manufacture. Through the Utility scheme, high end fashion designers produced styles for the mass market for the first time.


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This is echoed in today's designer 'diffusion' ranges for high street stores.