{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O155933"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O155933/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2006AR0575/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2006AR0575/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2006AR0575","copyright":"©Victoria and Albert Museum, London/Digby Morton","sensitiveImage":false},{"assetRef":"2006AR0576","copyright":"©Victoria and Albert Museum, London/Digby Morton","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O155933","accessionNumber":"T.54-1942","objectType":"Coat","titles":[],"summaryDescription":"The large buttons on this tailored coat bear a wartime message. They are moulded and pierced with the Utility symbol CC41, which stands for Civilian Clothing and 1941. The Utility Scheme was introduced in 1941 to ensure that consumer goods were produced to the highest possible standards at 'reasonable' prices. These standards complied with restrictions and rationing of raw materials. Utility clothes were usually identified by a distinctive double crescent CC41 (Civilian Clothing) label. Reginald Schipp designed the symbol. He was asked to disguise the 'CC' so that the public would not recognise the letters as such. This stylised motif became known as 'the cheeses' and was also printed on clothing labels.\r\n\r\nThe Board of Trade commissioned the design for this coat from the Incorporated Society of London Fashion Designers. It was one of 32 stylish yet economical outfits intended for general production. In October 1942 Vogue magazine published the following description of the collection: 'All the designs are, of course, within the New Austerity specifications: only so many buttons, this much cuff and that much skirt...but they are an object lesson in the power of pure style over mere elegance'.\r\n\r\nAlthough the designers of individual pieces were not publicised, this coat has Digby Morton's initials inked on a paper tag.","physicalDescription":"Red cavalry twill coat. Large red plastic buttons bear a wartime message: CC41 (Civilian Clothing 1941).","artistMakerPerson":[{"name":{"text":"Morton, Digby","id":"A2306"},"association":{"text":"designer","id":"AAT25190"},"note":""}],"artistMakerOrganisations":[{"name":{"text":"Utility","id":"A2828"},"association":{"text":"designed for","id":"x41471"},"note":""},{"name":{"text":"Incorporated Society of London Fashion Designers","id":"AUTH383043"},"association":{"text":"producer (collection)","id":"x30781"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"wool (textile)","id":"AAT243430"},{"text":"plastic","id":"AAT14570"}],"techniques":[{"text":"sewing","id":"AAT53658"}],"materialsAndTechniques":"Wool in cavalry twill weave, fastened with plastic buttons","categories":[{"text":"Fashion","id":"THES48957"},{"text":"Clothing","id":"THES48975"},{"text":"Day wear","id":"THES49000"},{"text":"Europeana Fashion Project","id":"THES265804"}],"styles":[],"collectionCode":{"text":"T&F","id":"THES48601"},"images":["2006AR0575","2006AR0576"],"imageResolution":"low","galleryLocations":[{"current":{"text":"010","id":"THES308122"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"Coat","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"London","id":"x28980"},"association":{"text":"made","id":"x28654"},"note":""}],"productionDates":[{"date":{"text":"autumn 1942","earliest":"1942-01-01","latest":"1942-12-31"},"association":{"text":"designed","id":"x29338"},"note":""}],"associatedObjects":[],"creditLine":"Given by the Board of Trade","dimensions":[],"dimensionsNote":"","marksAndInscriptions":[],"objectHistory":"In 1942 the President of the Board of Trade gave the prototype Utility clothes, designed by designer members of the Incorporated Society of London Fashion Designers, to the V&A. Although the designers of individual pieces were not publicised, this coat had Digby Morton's initials inked on a dress tag, which also identified it as 'Original no. 16'.","historicalContext":"","briefDescription":"Red wool coat, designed by Digby Morton, English, autumn 1942","bibliographicReferences":[],"production":"Although the designers of individual Utility pieces were not publicised, this coat has Digby Morton's initials inked on a dress tag. The only other piece in the collection to have CC41 buttons is by Morton too.\n\nAttribution note: Prototype Utility clothes were designed by designer members of the Incorporated Society of London Fashion Designers.\nReason For Production: Commission","productionType":{"text":"Prototype","id":"THES48871"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["T.54-1942"],"accessionNumberNum":"54","accessionNumberPrefix":"T","accessionYear":1942,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":["2025PK9600"],"recordModificationDate":"2026-04-15","recordCreationDate":"2008-06-13","availableToBook":true}}