'Altogether Abnormal': Consumer-Citizens, Outsizes, and Clothes Rationing, 1941-9.

Abstract

During the Second World War and the austerity period that followed it, the British government operated clothes rationing as a welfare policy. Its official aim was to ensure that all citizens had equal access to essential clothing. Despite being associated with the principle of 'fair shares', rationing did not work well for large-bodied consumers. Government agents' assumptions about citizens' bodies generated a rationing scheme that overlooked large bodies. As a result, rationing regulations and economic controls amplified the normalizing impulses of mass production, creating a constant shortage of ready-made large garments and a market in which purchasing power and access to goods depended on body size. Struggling to navigate this market, consumers attempted to hold the government accountable for its declarations of equality. Tracing this issue in government records and in local, national, and trade press, this article discusses how the conflicting motivations of state, trade, and citizens shaped rationing in a way that prioritized the culturally and statistically 'normal' and reflects on what mass welfare meant for citizens with 'abnormal' needs.