1) During World War 2, rationing of food and clothing was implemented in Britain to control inflation and ensure civilian morale. Strict rationing included limits on items like bacon, butter, sugar and clothing coupons allowing one outfit per year. 2) The Utility clothing scheme designed simple, durable and affordable styles to meet wartime needs. This helped make fashion accessible to more women, including the working class who often received their first new clothes through the scheme. 3) Wartime propaganda promoted images of glamorous women workers and the importance of morale. However, the reality for many working class families was continuing poverty, poor health and increasing shabbiness as shortages grew during the war years.