1940s Utility Style

Utility was the great equaliser of 1940s fashion. In Britain, the CC41 scheme introduced in 1941 set strict rules on how much fabric a garment could use and how many buttons, pleats and trims it could carry, so designers learned to get the most elegance out of the least cloth. Our 1940s utility style collection takes that discipline and makes it luxurious: the everyday classics, made slowly and thoughtfully to last.

What is utility clothing?

Utility clothing was made to government standards and marked with the CC41 label. After early complaints that it was dull, designers were brought in during 1942 to improve the styles, and the more flattering 1940s silhouette we know and love was born: draping, gathers at the shoulder, a squared shoulder line and a neat, raised waist. The 'make do and mend' campaign taught women to alter and repair what they already owned, and the result was clothing that was practical, adaptable and beautifully cut.

Wearing 1940s utility style today

The heart of the collection is the everyday staples: sweetheart blouses and shirt blouses with gathered shoulder yokes, pleated wide-leg trousers, button jackets and kerchiefs. Tuck a blouse into swing trousers or a pleated skirt, add a kerchief or turban and you have an outfit that works for the office, the country or a day out. For a full suit, browse 1940s suits. Read the 1940s style guide for the full story, and see how the Women's Land Army dressed in our Land Girl style collection.