Every day is a fashion show and the world is your runway”
~ Coco Chanel
World War II changed fashion enormously by rationing clothes, this made it that after WW2 had ended, and the fashion of the war had lingered into some of the most popular trends in the 1950s. Fashion was a relief from worries and way to express themselves. So designers like Christian Dior wanted to start a new fresh look for women to kind of celebrate the war ending. The effects of war had made women crave glamour and beauty which changed how people wore clothes on a daily basis and had made 1950’s the Golden Age of Couture. World War 2 was the biggest war in history! And it sure did affect fashion in a huge way. During WW2 there were some laws like L-85 that rationed clothing. This had made the consumer society which had made the fashion industry boom. The consumer society became bigger when manufactures had figured out a way to make it that the middle class could afford good clothes.
L-85 came into affect in 1941.The government had given each person a Clothing Book with coupons in them. Every item of clothing was given a value in coupons. To buy clothes they would give the shopkeeper their book and the shopkeepers were the only ones allowed to cut the coupons out. They would then pay for their clothes. One of the rules were that they were only allowed to use one type of colored coupon until the government announced the next color. But they were only allowed to use 60 coupons the whole year. And because children grow the government would give each child ten extra coupons .The United States emerged from World War II as the most powerful country in the world.
The United States helped Europe recover and because they helped, Europe became the biggest consumers of U.S goods. This helped the United States and its economy boom in the 1950’s.This created a condition called consumerism, which meant that now people had money to buy stuff but in ever-greater amounts. People started buying things like TVs, cars, clothes, and more, because they were encouraged to buy products by advertisement industries. This drove people into buying non-necessary goods. This was the creation of what historians called a consumer society .The fashion industry was one of the biggest benefited industries from the rise of consumerism and of course the war.
The people were tired of the governments clothing...