From Khaki to Mufti, Moss Bros advertisement, 1918
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From Khaki to Mufti, Moss Bros advertisement, 1918
An advertisement from mens outfitters, Moss Bros, highlighting the transition of mens clothign from uniform back to civilian now that the war had ended. The firm welcomes back, the thousands of Officers they have equipped with khaki - and they inform them that they hold the largest, most varied, and unequalled stock of mufti in London. Date: 1918
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Media ID 14145516
© Illustrated London News Ltd/Mary Evans
Adverts Bros Change Civvies Demobbed Demobilisation Khaki Mens Moss Mufti Outfitters Peace
EDITORS COMMENTS
From Khaki to Mufti: Witnessing the Transformative Power of Peace in a 1918 Moss Bros Advertisement Amid the jubilant atmosphere of peace and renewal, the end of the First World War brought about a significant shift in men's fashion. The transition from military uniforms to civilian attire, affectionately known as 'mufti,' was a pivotal moment in the sartorial history of the time. In this evocative advertisement from Moss Bros, a renowned menswear retailer, we witness the welcoming of thousands of demobilized officers back into society. The advertisement, dated 1918, proudly announces that Moss Bros holds the largest, most varied, and unequaled stock of mufti in London. The image showcases a well-dressed man in a smart suit and hat, standing amongst a sea of uniformed soldiers, symbolizing the transformation from military life to civilian existence. The caption, "From Khaki to Mufti," encapsulates the essence of this momentous change. As the war came to an end, the demand for civilian clothing surged, and Moss Bros, with its extensive collection of mufti, was perfectly positioned to cater to this newfound need. The advertisement serves as a testament to the power of fashion in reflecting and shaping societal change. The demobilized officers, having spent years in khaki uniforms, were now free to express their individuality and embrace the latest fashion trends. This advertisement is a poignant reminder of the profound impact of peace on both a personal and societal level, as well as the enduring role of fashion in documenting and celebrating these transformative moments in history.
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