With coupons limiting what could be bought in the shops, old garments at the back of wardrobes were adapted and given new life.
This woman's matching jacket and skirt may originally have started life as a man's pin stripe suit.
This child's cloak looks a a bit more rough and ready - it is made from an old blanket.
With the threat of night air raids across much of the UK, a new fashion item emerged.
This "siren suit" below is, arguably, an early form of onesie. Very fashionable in the war years, they were long sleeved trouser suits which could easily be pulled on in the rush to get to an air raid shelter.
Many people made their own - while more tailored styles were available in shops with coupons.
And to accompany the siren suit, women could carry their gas masks with them in the bottom of specially-designed handbags.