Vintage 1940s Meridian Utility Underwear Ad – WWII Women’s Clothing Ephemera

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Item ID: 297238766395
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 Meridian Utility Underwear Ad – WWII Women’s Clothing Ephemera

A rare wartime underwear advert capturing the elegance, economy, and ingenuity of 1940s British utility fashion for women.

Measurements: approx. 3 5/8 x 5 1/4 inches
Dates: n/a
Condition: In decent condition, please see images. 
Internal notes: QC passed

It’s post-war Britain, and coupons are still king. Rationing hasn’t just shaped diets, it’s shaped wardrobes. In this beautiful vintage advert, a confident woman is delicately drawn into focus by an unseen artist’s hand–symbolising both the scarcity and creativity that defined women’s fashion in wartime Britain. Her poise reflects not glamour, but strength; her undergarments, though plain, embody comfort and pride. This is â€œUtility Wear by Meridian,” and in just two coupons, a woman could regain not only underwear–but dignity.

Issued by B. Lewis & Sons Ltd. of Nottingham, this advert promotes the Meridian Pantee, an economical yet quality item of women’s utility underwear. The ad cleverly appeals to both emotional and practical sensibilities–acknowledging the legacy of pre-war peace-time fashion, while emphasising the necessity of stylish thrift under rationing. Measuring approx. 3⅝ x 5¼ inches, it is preserved in decent vintage condition, making it a striking piece of British home front fashion history. The graceful illustration paired with direct messaging creates a rare blend of advertising charm and social commentary.

This advert isn’t just about clothing–it’s about a generation of women who navigated austerity with elegance and resolve. Collectors of wartime fashion, 1940s advertising, or British women’s history will appreciate its rare combination of aesthetics and social value. Preserving this piece is to celebrate the endurance of beauty, even when luxury was impossible.