During World War 2, in an effort to save precious materials needed for the war, The War Production Board (WPB) was in charge of rationing civilian goods. The first to be rationed was sugar and gasoline. Gradually other items were added like rubber, coffee and meat (somehow poultry didn’t count as meat so it wasn’t rationed). You couldn’t buy a refrigerator or a Bendix washer during the war, but these companies regularly advertised in the popular magazines, reminding customers of all they were giving to the war effort.
The WPB came out with Limitation Order L-85, which dictated how much cloth could be used to make clothing. Although clothing wasn’t rationed in the US (except shoes*) as it was in Great Britain the WPB made regulations on how much cloth could be used to make any one outfit. The sleeves of dresses now had to be 3/4 length, dresses with no collars were favored. Double breasted suits for both men and women became single breasted. There were no more women’s pleated skirts. (Stanton, 2009a) The WPB’s slogan was,”Control without regimentation,” meaning they didn’t want to tell designers how to initiate their regulations, but they did expect them to be followed. After all, this was being done “for the boys.” Everyone was behind it. Muriel Johnstone, a dress designer, advertising her new regulation dresses used the slogan: “Conserving material for victory.” (OldMagazineArticles.com)
In the interest of following the mandate to use less material—or so they claimed—designers started raising women’s skirts from the mid-calf to just below the knee. The amount of clothes women wore during this time became less and less, especially in Hollywood. Watch the films made during the war. First, you’ll see a lot of those collarless dresses along with the shorter lengths. Also, you’ll note how scanty many of the women are dressed, lots of bare legs, bare arms, cleavage. Compare these outfits with the clothing worn in films made before the war and after. It was “all for the boys.” (Stanton, 2009b)
*Each individual was allowed 3 pairs of shoe a year, which doesn’t sound terribly harsh to me. Stage Door volunteers were permitted and extra pair of shoes because their shoes wore out quickly from all that dancing.