Wartime Fashion in Australian Home Journal Part III (1942)

1942!  That was the year that the War was really brought home to Australian civilians.  Having attacked Pearl Harbor, the Japanese moved southwards, striking towards Australia.  In May of that year the Japanese even got close enough to Australian waters to launch an attack on Sydney Harbour in midget submarines.   Suddenly the war wasn't "over there" anymore—it was right on Australia's doorstep.

And Australia's housewives started to gear up for another battle on the home front...

January 1942

Mixing and Matching

Hollywood has has become practical.  The once-upon-a-time actress who turned up her expensive nose at an inexpensive frock (and often got herself into a state of penury in consequence) is passe.  A favourite pastime to-day among film actresses is to mix, match and two time in such a charming way that even a best friend doesn't suspect the deception.  Tricks employed suggest much to the girl who is forced to live on a budget.

The lovely wardrobe of Bette Davis always begins with basic black, brown, navy or green.  From here Bette branches out.  A simple black crepe frock takes a pillbox in yellow feathers with matching suede bag, a green crepe turban with black veiling, or a blue and black felt fez.  Not to speak of the presto change qualities to be found in the various fancy jewellery that Bette is so keen about. 

Once again, Hollywood sets an example!  And on a more serious note:

Soldiers' Knitting Book
Get a copy of our "Soldiers' Knitting Book" now.  Owing to paper restrictions the edition is a very limited one.

February 1942

Royalty sets an example!

The Queen's Clothes

The Queen has altered her style to suit the times.  Gone are the days when she wore frilled dresses with bouffant skirts of sequinned net.  Now she wears simple woollen dinner dresses in pastel pinks and blues, but still keeps the Victorian neckline which becomes her so well.  In the daytime she favours straight skirts; short jackets standing away from the skirt, and occasionally, in the coldest weather, a soft fur fox collar and fur-lined boots.  Realising she is small, she wears high heels, and chooses pastel shades, with the express purpose of making it easy for the crowd to see her.

And the (Australian) government exhorts:

No Extremes

The Government departments are urging us to save all we can in dress materials and make what we have do; but just the same there is no necessity to go to extremes and be shabby.

April 1942

British Fashions

England is coming into her own for fashions.  London dress designers are being sent out to North and South America with collections of displays.  These designs are finding much favour with American women, to whom everything British is "the goods."

Everywhere in America the slogan is "Britain and America at war and we support each other all the way."

Khaki yellow is one of the new winter colours.  Others are winter-green, a deep blue green, and yellow and gold.

All overcoats have despatch pockets and a military cut.

July 1942

The Public Can Help

The public can help the war effort very materially by refusing to be stampeded, and only buying in a normal fashion.

The person who buys dress materials far in excess of normal requirement may find herself in an awkward position if inspectors come along and ration some of her panic-bought fabrics. 

Also, the Government welcomes and encourages the frugal habit of “making over” dresses. 

That is, instead of buying new dresses and materials, you help the war effort if you readjust and smarten up an old dress with handy accessories.

July 1942

The Rationing Racket

The Government started out to ration the stock in the stores, and requested the big retailers to reduce their selling of goods by 25 percent.  Unfortunately, the public took alarm and there were unseemly stampedes of shoppers anxious to buy all kinds of goods.  It was an unholy spectacle.  Many people bought far in excess of their normal requirements, and others were disappointed altogether.  The early shopper got the goods, and people living at a distance, or in business, got nothing.  This is to be altered by the issue of coupons which will entitle each holder to a reasonable amount of clothing and shoeware, etc.

Coupon Cure

Coupons are the only fair way of handling the situation.  They have been quite a success in Britain.  Everyone is treated alike, irrespective of their social standing.  Why the Government didn’t copy what has been a success elsewhere is beyond understanding.  However, the awkward position has now been rectified, and providing the public cooperates harmoniously and cheerfully there should be no trouble.  It has been emphasized by manufacturers and those in charge of the big stores and warehouses that there is plenty of food and clothing for everyone in Australia.  No one need go short.  Bearing that in mind, the next item to observe is “don’t panic”.  That’s the very thing the fifth columnists are hoping for.

December 1942

The Needle for War!

The slogan for the Federal Government to the womenfolk is still “save on dresses”.  Mr Curtin, the Prime Minister, has asked all women who can make their own dresses to do so, and so release men and women from the clothing factories, in order that their energies may be employed in the war effort.  This is something the womenfolk of Australia will gladly do.  The needle and thread are still potent items of warfare which women can wage good and strong.

 No Universal Design

No attempt whatever has been made to dictate the design of women’s clothes, so don’t allow yourself to be stampeded by some “know-all” who may tell you different.  In brief, buttons and buttonholes must be for use, not for ornament, no extra pockets and an absence of frills. Thirty-six square inches of all types of embroideries only are allowed on any one frock.  Frocks cannot be made with matching jackets, boleros, scarves or handkerchiefs.

 Clothes Control

To my mind, the chief thing about utility or Styling Commission clothesd is that they are smart, attractive and varied in style—vital points with women.  The second is that they are inexpensive.  You see, all profits are Government controlled throughout from the yarn to the made-up article; from the wholesaler to the retailer, and also to the public.  Which cuts out completely all big “middleman” profits that add up so considerably.