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Aspiration of fashion. >> editors from across america didn't have to write about cooking and cleaning anymore. they got to write about fashion. >> of course, it was a slam dunk and changed everything. and eleanor lambert became the most powerful person in fashion. she used that power to raise the visibility of american designers. like lilly dash, hathty, netty rosenstein. >> one of the most exciting prints we have ever seen is designed by claire mckartel. >> her making separates and ready to wear, not couture. >> she want. ed to design for the every woman. outdoors, athletic, function was very...

Them rolling off the presses. coupons that represent the future purchase of rationed goods. >> the government rationing that happened as a result of the war dramatically impacted style. >> check styles are not being use d it for apparel purposes, t least on civilians. everything is is being channel ed to the war efforts. >> during the war extraneous waste of materials like extra pockets would be forbidden by the new rationing rules. >> men's clothing, which used to be identified by having jackets with lapels and pants with cuffs and pleats, all that access fabric goes away. >> you could not ha...