Wartime Fashion; Contents; List of Illustrations; Acknowledgements; Introduction; 1 Buying into Fashion: The Social Background; 2 Shopping for Fashion in the Pre-War Years; 3 Being Chic and Being British; 4 The Healthy Body and the Politics of Fitness; 5 Evacuation; 6 Fashions for a Phoney War; 7 Calls for Rationed Fashion; 8 Setting the Ration; 9 The Utility Clothing Scheme; 10 Assessing the Impact of Clothes Rationing; 11 Home Front Clothing Initiatives; 12 Clothes for Coupons; 13 Keep Smiling Through: Good Health and Natural Beauty; 14 Utility and Austerity; Conclusion; Notes; Bibliography.