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Women walk down a London street during the Second World War in 1941.
© IWM (D 2937)
Fashion
How Clothes Rationing Affected Fashion In The Second World War
Clothes were rationed in Britain from 1 June 1941. This limited the amount of new garments people could buy until 1949, four years after the war's end. Despite the limitations imposed by rationing, clothing retailers sought to retain and even expand their customer base during the Second World War.