Measurements: approx. 3 5/8 x 5 1/8 inches
Product/Business/Organisation: Liberty Shoes Ltd. Leicester
Publication: Weldon’s Ladies Journal November 1944
Condition: In decent condition. Please check our images.
Internal notes: QC passed
This 1944 ad for Liberty Shoes Ltd. of Leicester presents a fascinating glimpse into wartime Britain, when comfort and durability were paramount, especially in products for women enduring the strains of the home front. The tagline “Walk with Liberty” pairs with the promise of comfort and relief for “tired feet”, emphasising that Liberty Shoes were crafted with both style and practical comfort in mind. With the rigours of wartime rationing and resource scarcity, the brand reassures customers that each pair is made with “scrupulous fairness”, acknowledging both the demand for quality shoes and the challenges of supply shortages.
The depiction of a stylish, confident woman in the ad, coupled with Liberty’s reputation for comfortable fittings, speaks to the era’s dual focus on maintaining morale and functionality. Liberty Shoes wasn’t just offering a product—they were offering reliability, an assurance that even during wartime, women could still experience style without sacrificing comfort. The subtle message in the phrase “Don’t blame the shop for shortage” reflects the hardships of wartime supply constraints, reminding readers that Liberty Shoes was doing its best to meet demand fairly.
For collectors and historians, this ad is not merely a promotion but a reflection of the cultural climate of 1944. It captures the resourcefulness and resilience that defined Britain during World War II. The Liberty Shoes brand became more than just footwear; it was a symbol of stability and an essential part of daily life, providing a sense of normalcy and relief amid the challenges of the time.
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