Machine generated contents note: 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.