1970s in fashion

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In 1971 hot pants and bell-bottomed trousers were popular fashion trends

1970s fashion, which began with a continuation of the mini skirts, bell-bottoms and the androgynous hippie look from the late 1960s, was soon sharply characterized by several distinct fashion trends that have left an indelible image of the decade commemorated in popular culture. These include platform shoes which appeared on the fashion scene in 1971 and often had soles two to four inches thick. Both men and women wore them. Wide-legged, flared jeans and trousers were another fashion mainstay for both men and women throughout most of the decade, and this style has been immortalised in the 1977 film Saturday Night Fever, which starred John Travolta. The "disco look", complete with three-piece suits for men and rayon or jersey wrap dresses for women, which the film further popularized, lasted until it was gradually replaced by punk fashion and straight, cigarette-legged jeans. Platform shoes gave way to mules and ankle-strapped shoes, both reminiscent of the 1940s, at the very end of the decade.

Early to Mid-1970s[edit]

By the early 1970s, miniskirts had reached an all-time popularity. This young English woman is wearing a fringed suede miniskirt
Teenage couple in California, 1975. The girl is wearing a crop top and high-waisted trousers. The boy is dressed in the classic t-shirt and jeans, popular male attire in the 1970s

The decade began with a continuation of the hippie look from the 1960s. Jeans remained frayed, and the Tie dye shirts and Mexican peasant blouses were still popular. In addition to the mini skirt, mid-calf-length dresses called "midis" and ankle-length dresses called "maxis" were also worn in 1970 and 1971, thus offering women three different skirt lengths.[1]

In 1971, extremely brief, tight-fitting shorts, called hot pants, were a fashion craze for girls and young women. Throughout the period, trousers for both sexes, though flared at leg bottoms, were very tight and revealing from the lower thighs up.

This photo taken in 1974, shows a girl inspired by the British glam rock craze which had a brief influence on fashion. Her glitter-adorned dress comes from Granny Takes a Trip boutique

Another trend for both sexes was the fitted blazer, which flared slightly at the hip. It came in a variety of fabrics, including wool, velvet, suede, and leather. The buttons were covered and the lapels wide.

The jersey wrap dress, first designed by Diane von Fürstenberg in 1972, became an extremely popular item, as it flattered a number of different body types and sizes, and could be worn both to the office by day, and to nightclubs and discos by night.This is a one-piece, knee-length garment, which wrapped in the front and featured built-in string ties of the same fabric, tied around the waist. This dress became a huge success in the mass market.[2]

For teenage girls and young women the crop top was often worn, sometimes with a halter neck or else tied in a knot above the midriff.

By the mid-1970s hip-huggers were gone, replaced by the high-waisted jeans and trousers with wide, flared legs. In Britain, they were often referred to as "Loon pants". These lasted until the end of the decade when the straight, cigarette-leg jeans came into vogue.

In Britain and Ireland, in the early to mid-1970s, there was the bootboy subculture which influenced youthful male attire with the "parallel jeans", which were flared jeans that stopped at mid-calf. These were worn with heavy workman's "bovver" boots, braces, (US suspenders), and denim jackets. Their hair was usually worn longish by the middle of the decade.

Glam Rock style[edit]

In Britain and the urban United States, from 1972 to 1974, fashions were inspired by extravagantly dressed glam rock stars such as David Bowie, Roxy Music, and Marc Bolan.[3] Glitter was in vogue. Women wore high-waisted, flared satin trousers or denims, the latter usually decorated with rhinestones, tight lurex halter tops, metallic-coloured lamé and antique velvet dresses, satin hot pants, sequined bra tops, and occasionally they wore ostrich- feather boas draped over their shoulders or turbans on their heads. The 1930s and 1940s look was also popular, and many women bought their clothes at second-hand shops. The short, imitation rabbit-fur jacket was a hot fashion item during this period. Make-up was garish and glittery, with eyebrows thinly plucked. Bianca Jagger, who often used an ebony walking stick, wore peacock-feathers in her cloche hats, green sequined shoes, transparent blouses, and carried an ivory cigarette- holder, was a fashion icon.[4] The men often wore lamé suits, silver astronaut-style outfits, satin quilted jackets, wide-legged denims or velvet trousers, and rhinestone-studded shirts. Their hair was long and softly layered, or spiky, multi-coloured mullets. Clothing shops which became associated with glam rock-inspired fashion were Biba,[5] in London's Kensington High Street, and Granny Takes a Trip in Kings Road, which also had a branch in West Hollywood, California. Both shops had opened in the 1960s.

Platform shoes with soles two to four inches thick became the style for both men and women. Men's ties broadened and became more colourful, as did dress shirt collars and suit jacket lapels.

Three-Piece Suits[edit]

The 1970s saw a return to three-piece suits (suits with matching vests), worn with the wide-collar shirts carried over fre were worn without ties as dance-club wear, or even in just a vest and jacket combination as depicted in the film Saturday Night Fever. As formal wear, however, the three-piece slowly died out in the early 1980s, by which time the outfit had come to be associated with lawyers.[citation needed]

Leotards[edit]

The dancer's leotard became an important feminine fashion accessory in 1974, and remained in style throughout the decade. The traditional long-sleeve leotard was popular as the "layered style" of the mid-1970s took hold, where it served less as clothing than as a way to add color and texture to the body. In the late 1970s the leotard had become a standard fashion icon of the disco scene, where flexibility and ease of movement were important. It was helped by an extensive advertising campaign in the late 1970s by Danskin which promoted their leotards and tights as "not just for dancing". Celebrities of the 1970s also appeared regularly wearing leotards, including Joni Mitchell, Cher, and even Rod Stewart. The leotards popularity was still climbing at the end of the decade, and exploded with the arrival of the aerobics craze in the early 1980s.

Eyeglasses[edit]

The 1970s also marked a trend in which larger eyeglasses became popular. Browline glasses and horn rimmed glasses went out of fashion in favor of metal rimmed specs resembling Aviator sunglasses.

Late 1970s[edit]

Group of friends in 1979. Two of the women are wearing the trendy tube tops, while the woman on the far left is wearing a rayon strapless dress
Swedish model Ulla Jones dressed in a lurex halter top and matching flared trousers

Fashion influences during the late 1970s included peasant clothing, such as blouses with laces or off-the-shoulder necklines, inspired by those worn in the 17th century. Yves St Laurent introduced the peasant look in 1976, and it became very influential. Skirts were gathered into tiers and shoulder lines dropped. Camisoles were worn. Clothing became very unstructured and fluid at this point. Embroidered clothing, either self-made or imported from Mexico or India also enjoyed favour. Floral-patterned prints were in fashion. Fake-flower chokers and hair combs were often worn with the peasant skirts. In 1977, the ruffled sundress coupled with a tight t-shirt worn underneath enjoyed a brief popularity.[6] The wrinkled look for women enjoyed a brief vogue in 1975, as did flared denim skirts which ended just below the knee. Trendy colours were dusty rose, Prussian blue, bottle green, rust, and brown.

Flared jeans and trousers were popular with both sexes as can be seen at this German disco in 1977

Disco style[edit]

With the popularization of disco and the increasing availability and diversity man-made fabrics, a drastic change occurred in mainstream fashion, the likes of which had not been seen since the 1920s. All styles of clothing were affected by the disco style, especially those of men. Men began to wear stylish three-piece suits (which became available in a bewildering variety of colours) which were characterized by wide lapels, wide legged or flared trousers, and high-rise waistcoats (US vests). Neckties became wider and bolder, and shirt collars became long and pointed in a style reminiscent of the "Barrymore" collar that had been popular in the 1920s. The zippered jumpsuit was popular with both men and women, and clothing inspired by modern dance (wrap skirts and dresses of rayon or jersey) also became common. Neck-scarves were also used. Polyester, double knitting, skin-tight Spandex trousers, tube tops, and slit skirts were popular for a while at the very end of the decade. In 1978, there was a brief craze for transparent plastic trousers worn with leotards underneath. Silk blouses, spaghetti-strapped tank tops and shirt-waist dresses were also worn. Women's shoes began to echo the 1940s, with high-heeled lower-platform mules--"Candies" made of molded plastic with a single leather strap over the ball of the foot or "BareTraps" made of wood becoming very popular.

The top fashion models of the 1970s were Lauren Hutton, Margaux Hemingway, Beverly Johnson, Gia Carangi, Janice Dickinson, Cheryl Tiegs, Jerry Hall, and Iman.

Custom T-Shirts / Baseball Jerseys[edit]

Short-sleeved t-shirts of various colors personalized with iron-on decal illustrations or appliquéd letters spelling a name or message were very popular among teen and pre-teen boys in the U.S. during the late 70s. It was also the trend for teenagers and young men to carry a pack of cigarettes under the sleeve. Also popular were baseball jerseys or "baseball sleeves" (white shirts with colored sleeves worn under baseball uniform shirts). These were worn plain or with appliquéd pictures or words, as described above.

One-Piece Swimsuits[edit]

American actress Farrah Fawcett, who starred in the 1970s programme Charlie's Angels, was a sex symbol for that time period. Her poster which was released in 1976 and sold 12 million copies, featured the actress with her long mane of streaked-blonde hair, perfect white teeth, and wearing a one-piece swimsuit that launched the trend for the maillot. This was, when it resurged in the 1970s, a sexy, tight swimsuit, with deep neckline and high-cut legs, worn by young women and girls in lieu of the bikini, although it did not entirely replace the latter.

Punk[edit]

Siouxsie Sioux of the English punk group Siouxsie and the Banshees. She personified the female punk look on both sides of the Atlantic

Punk as a style originated from London from the designer Vivienne Westwood and her partner Malcolm McLaren. Before the Modern world a punk was a person who attacked someone's cherished beliefs, traditional institutions, etc., based on error or superstition. Due to the harsh economic realities of Europe and Britain in the early to mid-1970s, this movement was a direct reaction to the economic situation during the economic depression of the period. Punk had at its heart a manifesto of creation through disorder. The punk style represented a feeling of separation and rejection from society through the combination of not only fashion movements, but musical movements as well.[7][page needed] Safety pins became nose and ear jewellery, rubber fetishwear was subverted to become daywear, and images of mass murderers, rapists, and criminals were elevated to iconographic status.

Punk fashion can be traced to the ripped jeans, torn t-shirts, scrappy haircuts, and worn and torn leather jackets sported by members of the Sex Pistols. When they released Anarchy in the UK in 1976,The Sex Pistols were dressed by Malcolm McLaren, their manager, whose partner Vivienne Westwood owned a clothes store called "Let It Rock" in the Kings Road, Chelsea area of London. These styles can be traced back further to New York artists at the Andy Warhol Factory or bands such as the Velvet Underground, Patti Smith Group or New York Dolls. By the 1980s, punk fashion and punk bands had shown up in cities across the world. There was a Do It Yourself quality to the fashion. Some small elements that spoke of a person's punk roots were safety pins, black PVC or tartan bondage trousers, leopard-print t-shirts, mohawk, spikes or harshly dyed hair, filthy tennis-shoes, or pointy Beatle boots. There is an element of a makeshift, thrown together look and a sense of poverty.

Actress Camille Keaton in 1972. Throughout most of the decade, women preferred light, natural-looking make-up for the daytime

Hairstyles[edit]

In the 1970s, women's hair was usually worn long with a centre parting

Throughout much of the decade, women and teenage girls wore their hair long, with a centre or side parting, which was a style carried over from the late 1960s. Other hairstyles of the early to mid-1970s included the wavy "gypsy" cut, the layered shag, and the "flicked" style, popularly referred to as "wings", in which the hair was flicked into resembling small wings at the temples. This look was popularised by the stars of the television series Charlie's Angels. Blonde-streaked or "frosted" hair was also popular. In 1977, punk singer Debbie Harry of Blondie sparked a new trend with her shoulder-length, dyed platinum blonde hair worn with a long fringe (bangs).

In the 1970s, making one of the popular hairstyles for a woman didn't take a lot of time. These hairstyles, including Afro hairstyle, Shaggy Hairdo and Feathered hair (then known as "Farrah Fawcett hairstyle") were said to be perfect when you're on-the-go and would still keep your expressive style in-check.[8]

For Blacks in the United States and elsewhere, the afro was worn by both sexes throughout the decade. It was occasionally sported by whites as an alternative to the uniform long, straight hair which was a fashion mainstay until the arrival of punk and the "disco look" when hair became shorter and centre partings were no longer the mode.

Young men's hair was worn long until well past the mid-1970s. Unlike the unkempt 1960s, it was often worn styled in soft layers. In California, the tousled blond, surfer hair was fashionable for teenage boys and young men. In the early part of the decade, sideburns were popular.

Steve McQueen with crew cut and large sideburns, 1972.

Some of the most popular hairstyles for men include "Long and Luscious" hairstyle, mod haircut, and the "buzzcut" hairstyle popularised by action heroes like Steve McQueen.

Continuing on from the 1960s, the ducktail and Pompadour hairstyle (then known as the "Elvis Presley hairstyle") were popular among young Italian-American and Mexican-American men in big cities like New York. Large quantities of grease or brylcreem was normally used to keep the hair in place.

Cosmetics[edit]

Cosmetics in the 1970s reflected the contradictory roles ascribed for the modern woman.[9] For the first time since 1900, make-up was chosen situationally, rather than in response to monolithic trends.[9] The era's two primary visions were the daytime "natural look" presented by American designers and Cosmopolitan magazine, and the evening aesthetic of sexualized glamour presented by European designers and fashion photographers.[9] In the periphery, punk and glam were also influential. The struggling cosmetics industry attempted to make a comeback, using new marketing and manufacturing practices.

Image gallery[edit]

Images representing the fashion trends of the 1970s.

References[edit]

  1. ^ Paperpast Yearbook
  2. ^ Pendergast, Tom and Sarah (2004). Fashion, Costume and Culture. MI, USA: Thomson Gale. p. 933. ISBN 0-7876-5422-1. 
  3. ^ The Ziggy Stardust Companion: Glam Rock by Michael Collins, The Independent, 4 May 1997, retrieved on 9 March 2009, 5years.com
  4. ^ Christopher Andersen, Jagger Unauthorized, pp. 247, 255, 284
  5. ^ Vintage-a-peel.co.uk
  6. ^ Paperpast Yearbook
  7. ^ Cunningham, Patricia A.; Barbara K. Nordquist (1991). Dress and Popular Culture. Bowling Green, OH: Bowling Green State University Popular Press. 
  8. ^ http://www.buzzle.com/articles/1970s-hairstyles.html
  9. ^ a b c De Castelbajac, pp. 147–48.

External links[edit]