Vintage 1940s Devonshire Shoes Advert – WWII Women’s Footwear Ephemera UK

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Item ID: 297238774188
eBay Seller ID: britishfareasttraders
eBay Store Link: View this item
Category: Collectables:Advertising Collectables:Other Advertising Collectables
Condition: In decent condition. Please check our images.

Vintage 1940s Devonshire Shoes Advert – WWII Women’s Footwear Ephemera UK

A stylish wartime British shoe advert celebrating confidence, femininity, and everyday elegance during rationed times.

Measurements: approx. 1 7/8 x 5 1/2 inches
Dates: n/a
Condition: In decent condition, please see images. 
Internal notes: QC passed

Picture a brisk walk through a 1940s British high street–shop windows trimmed with “Utility” signs, ration books in every handbag, yet a woman in Devonshire Shoes strides with grace and poise. This striking vintage advert captures that moment perfectly: a confident, fashionably dressed woman, standing tall before a bold pair of heeled shoes with the tagline: â€œBe Lighthearted in Devonshire Shoes.” It evokes a time when a well-made shoe wasn’t just fashion–it was morale, comfort, and dignity stitched into every step.

This elegant wartime advert hails from the Devonshire Shoes brand, a symbol of British craftsmanship and post-war resourcefulness. Its sleek illustration style and tall format (approx. 1⅞ x 5½ inches) make it particularly distinctive among period advertising. Likely published during the 1940s, the ad subtly appeals to both sensibility and pride: fashion doesn’t need to be sacrificed, even when resources are. This piece is preserved in decent vintage condition, with sharp linework and nostalgic charm–a fine example of WWII-era fashion and advertising design.

For collectors of wartime women’s fashion, 1940s retail advertising, or British home front ephemera, this advert offers a graceful window into a world where every outfit, every purchase, and every step had meaning. Preserving it is not only about celebrating vintage style–it’s about honouring the enduring confidence, femininity, and strength of the women who wore these shoes through trying times.