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In 1971 and bell-bottomed trousers were popular fashion trends

Fashion in the 1970s was about individuality. In the early 1970s, proclaimed "There are no rules in the fashion game now" due to flooding the market with cheap synthetic clothing. Common items included mini skirts, popularized by, from the, and the and styles that introduced, bright colors, glitter, and satin.

New technologies brought advances in production through mass production, higher efficiency, generating higher standards and uniformity. Generally the most famous silhouette of the mid and late 1970s for both genders was that of tight on top and loose on bottom. The 1970s also saw the birth of the indifferent, anti-conformist approach to fashion, which consisted of sweaters, T-shirts, jeans and sneakers. The French designer, and the American designer both observed and embraced the changes that were happening in the society, especially the huge growth of women’s rights and the youth. They successfully adapted their design aesthetics to accommodate the changes that the market was aiming for.

The top fashion models of the 1970s were,,,,,,, and.

Contents

Early 1970s (1970–1972)[]

Hippie Look[]

  • Despite the culture fading out of popularity in the early 1970s, the decade began with a continuation of the look from the, giving a distinct ethnic flavor. Popular early 1970s fashions for women included shirts, Mexican 'peasant' blouses, folk-embroidered Hungarian blouses, ponchos, capes, and military surplus clothing. Bottom attire for women during this time included, gauchos, frayed,, and ankle-length. Hippie clothing during this time was made in extremely bright colors, as well as Indian patterns, Native American patterns, and floral patterns.
  • Women's hippie accessories of the early 1970s included chokers, dog collars, handcrafted neck ornaments, and accessories made from natural elements like wood, shells, stones, feathers, Indian beads and leather. All of these replaced standard jewelry. Unisex hippie accessories included headbands, floppy hats, balumba balls, flowing scarves,, and.

Glamour wear[]

By the early 1970s, had reached an all-time popularity. This young English woman is wearing a fringed suede miniskirt.
  • Although the hippie look was widespread, it was not adopted by everyone. Many women still continued to dress up with more glamorous clothes, inspired by 1940s movie star glamour. Other women just adopted simple casual fashions, or combined new garments with carefully chosen secondhand or from the 1930s, 1950s and 1960s. More simple early 1970s trends for women included fitted blazers (coming in a multitude of fabrics along with wide lapels), long and short dresses, mini skirts, maxi evening gowns, (extremely brief, tight-fitting shorts) paired with skin-tight T-shirts, his & hers outfits (matching outfits that were nearly identical to each other), and flared pants. Pastel colors were most commonly used for this style of clothing, such as,,, pink, yellow, white,,, gray, and.,,,, and became more popularized from 1973 onwards. Sweaters were a huge phenomenon in the early 1970s, often outfits being judged entirely by the sweater. This fragmented into more styles, such as sweater coats, sweater dresses, floor-length sweaters, and even sweater suits. Many of them were trimmed with fur, especially faux. Chunky, shawl-collared, belted cardigans, often in brown and white, were also commonplace.
  • Glamorous women's accessories of the early 1970s included or, earrings, necklaces, bracelets, feather boas, black-veiled hats,, wedgies, cork-soled platforms, and chunky high heels. Golden chains, gold-button earrings and rhinestone clips started to become popular again in 1973 after several years of homemade jewelry.
  • In the early 1970s boots were at the height of their popularity, continuing onward from the mid 1960s. Women had boots for every occasion, with a wide variety of styles being sold in stores for affordable prices. Despite the wide variety, the most popular boots were, crinkle boots (boots with a shiny wet look that was wrinkled), stretch boots, and granny boots (1920s style lace-up boots that ended just below the knees).

Mid 1970s (1973–1976)[]

African American couple, 1975.

Casual looks[]

  • By 1974, the T-shirt was no longer considered underwear, and was by then made in elaborate designs such as slogans, sports teams, and other styles. Around the same time the looser, more flowy shirts of the early 1970s had given way to fitted tops.
  • By the mid 1970s, the hippie look had completely disappeared, although casual looks continued. In the mid 1970s women wore,,,, graphic T-shirts and sweaters, jeans, khakis, gauchos, workmen's clothes, and. Around 1976, casual fashion adopted a Parisan peasant look. This included capes,, puffy skirts and shirts with billowing sleeves.
  • In the mid-1970s, accessories were generally not worn, adopting a minimalistic approach to fashion akin to that of the 1950s. Small leather shoulder bags were worn by women everywhere, and popular shoes included, with rounded toes, and sandals, Birkenstocks, and loafers. Despite the lack of accessories, the was a big fad in the mid 1970s.

Active wear[]

  • Clean-cut, all-American active wear for women became increasingly popular from 1975 onwards. The biggest phenomenon of this trend was the, popular from 1975 onwards. Jumpsuits were almost always flared in the legs, and sleeves varied from being completely sleeveless to having extremely long bell-sleeves. Other sportswear trends included, tunic shirts,,, sweatshirts,,, and. This continued into the 1980s.
  • Accessories were less of an importance during this time, but two very desirable accessories included sneakers and tennis.

Tailored styles[]

  • As the divorce rate rose and the marriage rate declined in the mid-70s, women were forced to work in order to support the. The progressive addition of women to the work force altered shopping styles and fashion. Working women shopped on weekends and in the evenings. Feminized men’s business suits such as tailored jackets, midi-skirts, and fitted blouses were their go-to choice as to “dress for success.”
  • Starting in 1975, women's semi-formal wear became more tailored and sharp. This included a lot of layering, with women wearing two blouses at once, multiple sweaters, pants underneath dresses, and worn over long, fitted dresses. The 1970s also featured some of the most scandalous dresses worn publicly in American history up to that point. Other clothes worn in this style include suede coats,,, cowl-neck sweaters,, backless dresses, extremely low-cut dresses,, tube dresses, evening gowns, jacket dresses, and pinstriped.Women's dresses in the mid 1970s were dominated by, but Asian patterns were also common.
  • Accessories for the more formal styles included high-heels (both low and high, mostly thick-heeled), turbans, and leather shoulder bags. Boots continued their popularity in the mid 1970s. This trend expanded to other styles, most notably the wedge heel (arguably the most popular women's shoe of the mid 1970s). Boots became rounder, chunkier, heavier, and thicker, and were more expensive than they were in the early 1970s. Popular boots of the mid 1970s included wedge boots,,, and. The A/W Haute Couture Collection "Opium Collection" by the French designer Yves Saint Laurent was inspired by the Chinese culture and history.

Disco look[]

Swedish model dressed in a halter top and matching flared trousers
  • The genre spawned its own fashion craze in the mid to late 1970s. Young people gathered in nightclubs dressed in new disco clothing that was designed to show off the body and shine under dance-floor lights. Disco fashion featured fancy clothes made from man-made materials. The most famous disco look for women was the jersey, a knee-length dress with a cinched waist. It 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.
  • Disco fashion was generally inspired by clothing from the early 1960s. Disco clothes worn by women included tube tops, sequined shirts, blazers, spandex, loose pants, form-fitting pants, maxi skirts and dresses with long thigh slits, jersey,, and. Shoes ranged from knee-high boots to kitten heels, but the most commonly worn shoes were ones that had thick heels and were often made with see-through plastic.

Late 1970s (1977–1979)[]

Relaxed look[]

Group of friends in 1979. Two of the women are wearing the trendy, while the woman on the far left is wearing a rayon strapless dress
  • In 1977, fashion became more baggy. This caused much controversy, as women with trim figures bemoaned not being able to flaunt them while heavier women complained the looser clothes made them look even larger. To make up for this, it became fashionable to show more skin. This resulted in shirts being unbuttoned, sleeves being rolled up, and tops being strapless, see-through, and lacy. Shiny satin and gold colors were also used to make up for the lack of tighter clothing. Styles became curvier in 1978, with shoulder pads, tighter skirts, and narrower waistlines. The silhouette that resulted was an inverted triangle, it was positively received by the general public. By 1977, pants were only flared slightly and sometimes not flared at all.
  • Women's fashions in the late 1970s included cowl-neck shirts and sweaters,,,, worn with tight T-shirts, strapless tops, lower-cut shirts, cardigans, velour shirts,,, crop tops, tube tops, embroidered vests and jeans, knee-length skirts, loose satin pants, designer jeans, culottes, daisy dukes, and tennis shorts. This continued into the 1980s.
  • Accessories included scarves, gold jewelry, flowers, ankle boots, 1940s style hats (often tilted), skinny and wide belts, boas, braceleted gloves, spike-heeled sandals,, ankle-strapped shoes,, and obi wraps. Color had almost completely faded from fashion in the late 1970s, with earthy tones like browns, light blues, tans, grays, whites, and blacks making a comeback.
  • The frenzy for boots had cooled down by the late 1970s, but they remained popular, especially in the winter. They became less flamboyant by that point in time, and they mostly came in black, brown, or. The most popular boots were either knee-high or reached the mid-calf, and were made in leather, suede, urethane, or rubber. The toes were rounded, and zippers were on the side. The heels were usually only 2-4 inches, and the heels were sometimes even flat. Women continued to wear wedge heels and ankle boots, as well as knee-high boots with thick kitten heels.
  • In, Afghanistan and Iran, many liberal women wore short skirts, flower printed dresses, flared trousers, and went out in public without the. This changed following the, military dictatorship in Pakistan, and of 1979, when traditional conservative attire including the, and made a comeback.[22]

One-piece swimsuits[]

  • In 1977, American actress popularized the one-piece which in turn launched the trend for the. 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. This continued into the 1980s.

The Pantsuit[]

  • By the late 1970s the had become acceptable business wear for executive women. This was due to the success of 's “Le smoking” tuxedo with silk lapels designed to allow any ash falling from cigarettes to slide off, keeping the jacket clean. pointed out that wearing the pantsuit was more of a political statement than a fashion one. "So, dressing in a YSL trouser suit declared the wearer was irreverent, daring, and on the cutting edge of fashion, whilst suggesting their alignment with burgeoning feminist politics — le smoking effectively demanded: 'If men can wear this, why can’t I?'" With the increase of women entering the workface, they were in search for a new symbol that proved they were as serious and powerful as the men they shared elevators with. The only solution to convince male-dominated workspaces was to copy their. The jacket could be either short and shapely or long and lean.
  • Movies like fought gender ideals by portraying a woman who wore men’s clothing on the daily basis. This movie took a big inspiration from the decade and because of its success, continues to influence fashion. Skirts, when worn, were often knee-length and could possibly have a front or side slit that put a subtle emphasis on the legs. To offset the more traditionally masculine look of “business suit style”, women like in experimented with hats, high heels, ruffles that peaked out from the jacket and large jewelry to keep a confident, yet feminine, look intact.

Early 1970s (1970–1972)[]

Iranian prince wearing Peacock Revolution inspired velvet and geometric print scarf, 1973.

Peacock revolution[]

  • With well-paid jobs and booming businesses, young men in the UK and America explored beyond the conventional social standards of dress. In the early 1970s, shirts in bright colors such as pink, blue, and purple were popular, and often featured lace on the cuffs and neckline. Due to the colorful nature of menswear, the time period was described as the, and male were called "," "," or "Peacocks." Typical casual wear for this time included, ethnic inspired,,, boots with, and hip-hugging elephant bell-bottoms. Accessories like color-matching nylon zippers and bright braided belts were common and also fitted in with the Peacock style. Suits were available in bright colors and unorthodox styles from 1970–76, including, with, and suits made from,, wool blends with wide, or in,, black,, and. A rise of 4.4 percent in suit sales was reported by . Stylish continental suits by designers, and were welcomed by young men while classic suits were loved by first-timers.

Bright colors[]

  • For the first time in decades, there was a significant shortage of raw materials and fabrics, including synthetics like and. As a result, everyday designers kept things simple. The early 1970s were a continuation of late 1960s hippie fashion. For men this particularly meant, shirts, and military surplus clothing. Other early 1970s clothes for men included tweed sports jackets, khaki, chunky sweaters in cream, dark green, beige and sky blue, storm coats, tartan jackets,, shirts, pleated pants,, corduroy pants, crocheted waistcoats, striped pullover sweaters and,, belted, and.
  • The most popular accessories of the early 1970s for men were homemade, with necklaces, headbands, and bracelets being made from all-natural materials such as wood, hemp, flowers, leather, shells, stones, and Indian beads. Unisex hippie accessories included headbands, floppy hats, and flowing scarves. Men's footwear in the early 1970s included,, Birkenstocks, platform shoes,, and cowboy boots.

Eastern fashion[]

  • Due to the ongoing in China, Western style clothing was suppressed and both sexes wore grey until the early 1980s. The suit, unchanged since the 1940s, typically had four external pockets, five buttons, and a turn-down collar. In contrast to the Chinese mainland, many people in and abandoned the Zhongshan suit during the early 1970s due to its association with Communism.
  • In the UK, France, India and Australia, green, blue or beige similar to the Mao suit became popular among liberal men due to their association with socialist values, travel to exotic locations, 1930s Hollywood, and 's portrayal of and. These were also worn in place of the business suit in African countries, including,, and 's where it was known as an and paired with a leopardskin resembling an.

Mid 1970s (1973–1976)[]

Glam rock[]

  • By 1973, androgynous fashion had gone mainstream for young British people of both sexes. These included embroidered, sports coats, as worn by the, red or blue jackets, frilly shirts, high necked, synthetic fabrics like, wide, black or tan, silk or, sweaters, satin shirts with oversized collars, as worn by, and of the type favored by,,,, and. Unisex men's and women's outfits with few differences often came together in matching sets, and popular colors included cream, burgundy, brown, and orange.

Informal attire[]

  • Fashion in the mid 1970s was generally informal and laid back for men in America. Most men simply wore,, and, which by then were being made with more elaborate designs. Men continued to wear flannel, and the became increasingly popular from 1975 onwards, often worn with gold and., khaki, workmens clothes, sweatshirts, leather coats, and all-denim outfits were also desired among young men. Other trends include printed shirts, zip-up, marketed to capitalise on the nostalgia for, Birkenstocks,, and.
  • Around 1975, American suits started to resemble the slimmer European suit. This new model, named the quasi-European suit, featured padded shoulders, higher arm holes, a smaller waist, open patch pockets, and a small flare to the pants and jacket. In 1976, it became fashionable for men to wear velvet tuxedo jackets with more casual pants to formal events, and vests came back into vogue. It was this year that men's pants started to feature smaller flares or no flares at all. This continued into the 1980s.
  • In 's, used Western clothing, especially coats and, became readily available due to. Previously, had to be imported on the black market. members continued to wear the black, grey or brown suits and fur lined overcoats of the 1960s, with grey.

Late 1970s (1977–1979)[]

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

Sportswear[]

  • By the late 1970s, most men and women were wearing sports clothing as everyday apparel. This was primarily based on,, velour or terry cloth shirts (often striped and low-cut), sweaters,, sweatshirts, puffer vests,, straight-leg jeans, and collared shirts, both long sleeve and short sleeve. Around this time it also became fashionable for men to leave their shirts untucked. This continued into the 1980s. During the late '70s, long and popped collars became a staple part of mens fashion.
  • Late 1970s accessories included low-top sneakers, tennis, puka shell necklaces, and wristbands.

Disco style[]

  • From 1977-79, menswear became effected by the disco style. Men began to wear three-piece suits (which became available in a variety of colours including, beige, white as worn by in, brown polyester, and shiny silver ) which were characterized by wide lapels, wide legged or trousers, and high-rise waistcoats (US vests). Influenced by the popularity of aviator sunglasses in disco many wore glasses in the shape of aviators but with clear prescription lenses[]. Neckties became, and shirt collars became long and pointed.

Teenage fashion[]

Mods[]

  • During the early 1970s, the and subcultures emerged in response to the, Bohemian and influences on the mainstream peacock. Seeking a return to the music and fashions of the mid and late 1960s, members of these British subcultures wore shirts,, sweaters, vintage striped, basket weave, black leather driving gloves,,, and loose fitting for dancing. Secondhand mod clothing was also worn by many early and bands from the mid-70s onwards, especially the and due to its cheapness and wide availability. The release of the cult film in 1978 sparked a large scale among a younger generation of and enthusiasts influenced by and.

Teddy boys[]

Typical mid to late 70s Ted gear, as worn by.
  • Due to a resurgence in nostalgia for the 1950s, the subculture made a comeback in the UK during the early 1970s. A similar subculture known as underwent a revival in Sweden and Germany at the same time.,, and drape jackets were popular, typically with contrasting collars and cuffs. Influenced by bands like, the Teds of the 1970s wore bright colors like, leopardskin or brocade, and styled their hair with rather than. In the late 1970s the Teds became the arch enemies of the punk subculture and Mod revivalists.

Hippies[]

  • One of the most ubiquitous subcultures of the early and mid 1970s were the. Typically middle class youths from Britain, America and New Zealand, these practitioners of free love favored a unisex look with long hair, and motifs,,, hemp waistcoats,,, sandals, and maxi skirts for the girls. Due to the United States’ active involvement in the from 1954 to 1975, American teenagers wanted to make an antiwar statement through the way they dressed. Old military uniforms and washed off navy bell-bottoms were commonly purchased from secondhand stores, and then embellished with floral embroideries and brightly colored peace symbol patches at home. In reaction to the conservative favored by their parents, American hippies of both sexes rejected designer brands in favor of a, often making use of,, and from. Although had largely supplanted the hippie movement in urban areas during the mid to late 70s, offshoots such as the,, and continued until the 1990s.

Heavy metal[]

  • During the early and mid 1970s members of the and favored typical fashions like earth tones, T-shirts, and of the type worn on stage by or. This changed later in the decade, when many fans of, and began imitating the clothing of,, and due to the association of such fashions with toughness. Typical in the UK, US and Australia included faded jeans, leather,, studded belts, black like the, and frequently pilfered from their father's war souvenirs. Beards, moustaches and shoulder length hair were popular among men, while female metal fans sometimes imitated the brightly dyed, teased and punk hair of the late 1970s.

Black power[]

  • Urban youths frequently imitated the uniforms of the, anti-colonialist African insurgents, and early 1970s groups like the. The Panthers' French counterparts called themselves the and, listened to and, and fought against during the late 70s and early 80s.
  • Typical clothing included black, vests, black driving gloves, leather embellished with chains and metal studs, African like the or, traditional African colors like black, red, yellow or green, jewelry such as the, gold chains, and pants for women. Due to the poverty in the ghetto, black children often wore secondhand clothing that was too big or too small, inspiring the worn as during the 1980s and 1990s. In the UK, US and Jamaica and became popular from 1972–1976 among, and fans of both sexes, as a rejection of the straightened hairstyles associated with white culture.

Cholos[]

Three Los Angeles Chicanos in 1974.
  • Following the, the look declined due to its association with comedic pimps.[] Instead, working class Mexican youths began dressing in a more casual style inspired by the clothing of prison gangs, left wing groups like the, the, and the 1960s. White T-shirts,, double denim "," ringer Tees, plaid shirts, Aviators, black wool, brown, green field jackets, sheepskin coats, Castro hats, untucked white shirts, and pants were commonly worn by these and, together with slicked-back and large.[]

Punks[]

  • was a musical genre that greatly influenced fashions for both sexes in the late 1970s. A great deal of punk fashion from the 1970s was based on the designs of and her partner, McLaren opened a stall at the back of vintage American clothing store, which taken over 430 King’s Road and called it ‘Let it Rock’. By 1974, 430 had renamed the store, which became famous as ‘SEX’. McLaren described SEX as ‘a haven phenomenon known as punk rock.’ Punk emerged in London, and spread into the United States. A complex amalgam of various stylistic influences, Punk had its roots in the streets of London and the music scene of New York. Street generally consisted of ripped clothes, black,, tight leather pants, leather jackets (often embellished with chains, spikes, studs, and paint), jackets and shirts with taboo images or messages, dog collars,,, and. A tamer, less threatening version of the Punk style called "New Wave", which featured jagged hems on clothing and more elaborate embroidery went mainstream in the early 1980s.

1970s beauty trends[]

Women's hairstyles[]

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, 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. Blonde-streaked or "frosted" hair was also popular. In 1977, punk singer of sparked a new trend with her shoulder-length, dyed hair worn with a long (bangs).

In the 1970s, making one of the popular hairstyles for a woman didn't take a lot of time. These hairstyles, including, Shaggy Hairdo and (then known as " hairstyle") were said to be perfect when you're on-the-go and would still keep your expressive style in-check. For in the United States and elsewhere, the was worn by both sexes throughout the decade. It was occasionally sported by, especially 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.

The most iconic women's hairstyle of the 1970s is arguably the. Popularized in 1976, the hairstyle was heavily imitated by many American women and girls. It incorporated waves, curls, and layers. The style mostly worn with bangs, but could also be worn with a side part. To make it even more stylish, women and girls would frost their hair with blonde streaks.

Men's hairstyles[]

Continuing on from the 1960s, the and (then known as the " hairstyle") were popular among young and men in big cities like New York. Large quantities of grease or was normally used to keep the hair in place. The early and mid 1970s generally featured longer hair on men, as way of rebelling against the social norms of years past. were also worn around the same time. Some of the most popular hairstyles for men include "Long and Luscious" hairstyle,, and the "" hairstyle popularised by action heroes like. In the late 1970s, men went for the chop, ranging from, to buzz cuts, to a shag. This was mainly done for an athletic look, and sideburns and facial hair went out of style.

Makeup and cosmetics[]

Main article:

Actress in 1972. Throughout most of the decade, women preferred light, natural-looking make-up for the daytime, and their hair was usually worn with a centre parting

in the 1970s reflected the contradictory roles ascribed for the modern woman. For the first time since 1900, make-up was chosen situationally, rather than in response to monolithic trends. The era's two primary visions were the daytime "natural look" presented by American designers and magazine, and the evening aesthetic of sexualized glamour presented by European designers and fashion photographers. 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[]

Images representing the fashion trends of the 1970s.

  • The early 1970s' fashions were a continuation of the look from the late 1960s.

  • Woman in, 1970

  • A West German school girl with in 1970, with a ‘’ outfit on.

  • In, London, 1971, Swedish model wears a "midi" dress.

  • Fashion in,, 1972. One of the girls is modelling a "maxi" dress.

  • Argentine fashion shoot for in 1972

  • in the early 1970s. His avante-garde style of dressing exerted a strong influence on fashion in the first half of the decade.

  • American First Lady wears a shirt with the wide collar that was popular until the final years of the decade.

  • Girl in 1973 with a "flicked" hairstyle.

  • Los Angeles high school students, 1973. The tousled, blond was popular for young men in southern California.

  • Singer in 1974 wearing an hairstyle.

  • American casual attire, 1974.

  • British girls in 1975 in flared jeans

  • British singer, 1976.

  • English girl in the mid-1970s wearing a wide-sleeved shirt, belted at the waist.

  • Two from the late 1970s

  • Debbie Harry of in 1977. A female punk icon, her dyed platinum blonde hair was widely copied by teenage girls and young women in Britain and America.

  • Silk scarves were popular fashion accessories for women in the 1970s.

  • Singer wears his hair longish in the soft, layered style favoured by men in the 1970s.

  • Punk pioneer in 1979, with her trademark long hair.

  • in 1973, wearing a wide necktie

  • Frisbee player wearing draw string bell bottoms in the 1970s

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