Clothing History - Fashion and Style in the 1970s

Updated on July 27, 2017
Dolores Monet profile image

Dolores's interest in fashion history dates from her teenage years when vintage apparel was widely available in thrift stores.

Tight shirts, high waisted pants, a thin build, and shag style hair typify 1970s style for men and women
Tight shirts, high waisted pants, a thin build, and shag style hair typify 1970s style for men and women | Source

Fashions of the 1970s were diverse, reflecting a new interest in clothing as self expression. No single look encompassed the decade which was a mixed back of hippie/Bohemian, retro, and punk. The general silhouette was long and lean with lots of hair, a look for both sexes that gave the era an androgynous appeal. This was the time for uni-sex hair salons, a time when platform shoes appeared for both men and women, and both sexes wore high waisted pants and shag haircuts.

Early 1970s fashion continued 60's themes of Pop Art, Op Art, and psychedelia with bold prints in bright colors and geometric designs. Bohemian styles of the hippies mixed Victorian with fantastic colors as well as with ethnic elements. Art Nouveau added a sinuous romance with the flowing natural lines of Mucha posters, then moved to Edwardian collars and long printed dresses with lace of ruffled bib fronts.

The Civil Rights Movement of the recent past encouraged other groups to grasp at their own freedoms. Women's Liberation loosened the structures of uncomfortable undergarments and women's wear in general. The Gay Liberation Movement led to gender bending styles and a feeling of self determination. People felt free of social dictates, no longer ruled by the elite fashion houses.

The oil crisis led to a mid 1970s recession. A poor economy and unemployment of youth squeezed their pocketbooks. An educated youth looked for clothing that expressed their individuality, and for unique garments bought on the cheap.

Mucha Poster in the Art Nouveau Style
Mucha Poster in the Art Nouveau Style | Source

Men's Wear for Women

Charlies' Angels in menswear suits
Charlies' Angels in menswear suits | Source

1970's Androgyny

Looking at photographs of people in the 1970s, you can see that men and women sported similar styles. High waisted pants were worn by both sexes. The early 70s bell bottoms gave way to less exaggerated flare legged pants, then to straight legs by the end of the decade. Button down shirts, short and long sleeved T shirts were worn tight and tucked in. Topped with flowing tresses, the look for young men and women was, essentially, the same.

Women wore pants more often than ever before. Pant suits became common business attire for women, and were paired with button down shirts with large, pointy collars, and masculine jackets. Pussycat bows added a touch of femininity to women's blouses worn for dress or business.

Males began to sport flowing scarves, lipstick, and the bright colors usually reserved for women.

The sexual awakening along with Women's Lib and Gay Lib movements suddenly gave cross-dressing a new appeal. Tim Curry's transvestite vampire in the 1975 film, Rocky Horror Picture Show, introduced a charmingly shocking new look and took androgyny to new heights in an ironic form of glamor.

Bohemian Style
Bohemian Style | Source

Hippies and Bohemians

Ten years after Rachel Carson's Silent Spring, people were questioning the technological and chemical trappings of progress. A Back to the Earth culture introduced a new interest in rural living and handicrafts. Adherents of the ideal wore simple garments based on European peasant costume, American pioneer clothing, and ethnic styles. Shirts and dresses were loose, soft, and easy to sew. Worn with sandals, clogs, or boots, "granny" dresses, loosely based on Victorian and Edwardian styles, became so popular that they often showed up at weddings.

Dashikis and Kaftans were comfortable yet attractive and carried forward the hippie look. Curly hair broke free of past restraints and the 1960s Afro became commonplace. Men and women grow out wild manes of curls in Pre Raphaelite styles.

Layered beads and bangles, lots of large rings were popular jewelry. A natural look de-emphasized make up.

Bride and Bride's Maids circa 1974

A quaint historical style featuring elements of Victorian and Edwardian fashions was popular at weddings during the 1970's.
A quaint historical style featuring elements of Victorian and Edwardian fashions was popular at weddings during the 1970's. | Source

Girls in Geometric Prints 1972

Source

London's Boutiques and 70s Style

In the 1950s independent designers began to open their own shops featuring unique styles for young people. By the the 1960s these designers helped London became a fashion hub

Biba opened in the late 50s after an initial run as a mail order business. Overwhelmed by consumer interest, Barbara Hulanicki offered affordable clothing, jewelry, and home goods to young ladies. By the early 1970s, the trendsetting Hulanicki needed to expand and opened a bigger Biba in a building with Art Deco interiors. Using the look, she ushered in a trend toward Art Deco aimed toward her target shoppers: girls with big heads and small bodies.

John Bates, influenced by Pop Art and Op Art created garments with stripes and geometric shapes in stretchy jersey.

Ossie Clark's designs were picked up for stage wear by The Beatles, Mick Jagger, and Liza Minnelli.

Bill Gibb introduced romantic clothing based on historic looks from medieval to Renaissance styles. Incorporating Eastern European folk costume and hints of the Aesthetic Movement, he mixed and layered patterns in plaids and florals creating an exciting, eclectic look that has reappeared ever since.

The poor economy of the mid 1970s shrunk the influence of the British Boutique scene. Young people were no longer able to afford even independent designer clothing. The influence of the London Boutique dwindled.

Laura Ashley, however, slipped into the mainstream and remained a commercial success. Her cotton floral print dresses with long sleeves, high necklines trimmed with lace were reminiscent of Victorian and Edwardian British country dress.

Laura Ashley Dresses

Source
Liza in Cabaret 1972
Liza in Cabaret 1972 | Source

Thrift Stores as Fashion Hubs

As people looked to clothing for self expression, they needed new places to shop for clothes. The recession of the mid 1970s put an educated youth out of work, or working at odd or low paying jobs to make ends meet.

Thrift stores offered it all - unique garments for low prices. During the 70s, vintage clothing could be found for next to nothing. Dresses, jackets, coats, jewelry, and hats from the early part of the century were mixed with jeans and other modern garments.

In those days of free TV, local stations often ran classic movies. Young people, enamored with films from the 1920s, 30s, and 40s could purchase old clothing to emulate the Golden Age of Hollywood. The retro look made it easy to look different.

Newer films like The Great Gatsby in 1974 and Cabaret in 1972 influenced fashion trends. Yves St. Laurent's 1971 collection drew heavily on women's fashions of the 1940s.

Disco Fashion

In the 1960s, young people flocked to dance clubs called discotheques. The French word evolved into Disco, a new brand of music and a subculture first popularized by African American and Latino youth.

In the 70s, urban young people, sick of hippies and wary of the arty retro scene looked for glamor at the dance clubs. A unique fashion sprang up around the sound. Women wore halter dresses, or hot pants made of satiny fabrics, decorated with sequins. Men wore tight, shiny pants and tucked in shirts opened halfway down the chest. Gold necklaces or medallions completed the look.

The Disco life was portrayed in the 1977 film Saturday Night Fever that featured popular music of the genre.

Punk

The punk styles has stayed with us for almost 40 years.
The punk styles has stayed with us for almost 40 years. | Source

Doc Martins

Source

Punk

The recession of the mid 1970s toned down the fantastical whimsey of earlier styles. A beleaguered working class mentality led toward a tougher mood of antisocial reaction. Rebelling against the hippie movement and high culture, Punk embraced the trashier aspects of society based on a low class delinquent culture. Torn pants, black clothing, choppy haircuts, and chains as jewelry epitomized a youth that felt marginalized by unemployment and a dim future.

Tight black pants featured large zippers, straps, and studs. Women who wore miniskirts pared them with torn fishnet stockings. Large work boots or exaggerated platforms, and Doc Martin boots made people look tough, yet interesting. Wild hair molded into spikes or teased out was often dyed bright unnatural colors - greens or bright shades of pink. Faces were pale, accentuated by dark eyes and dark red or black lipstick.

The New York art crowd took up this new urban style. Punk became a significant influence on fashion for many years and still can be seen on runways today.

The designer Zandra Rhodes looked to London street styles and ethnic Bohemian fashion to create couture versions with gypsy and Eastern European themes. In the late 1970s, her adaptations of Punk hit the runway in high end garments for the very elite that the originators of the style rebelled against.

The Ugly Side of 1970s Fashion

Cheap knock-offs of early 70s high end designs appeared in department stores and the newer discount stores in synthetic materials like rayon, polyester, cheap jersies, and blends. The ugly side of the 70s produced geometric prints in bright orange, lurid shades of green, and muddy brown. High waisted, plaid polyester pants became an iconic garment for people who now laugh at 70s fashions.

The thankfully short lived leisure suit gave a twist to men's casual wear. Polyester suits trimmed with contrasting stitching sported wide lapels and came in bright or pastel colors. The concept that bright colors weren't just for women saw men adorned in baby blue, orange, mauve, and chartreuse. Loud or pastel colors showed up in tuxedos at weddings, often paired with matching shirts that sported rows of ruffles.

Polyester Pants

Source

The 1970s brought forward many looks of the 1960s. An eclectic mix of styles made personal choice fashionable and changed the world of fashion forever. Men and women were no longer herded into a particular style. The Bohemian concept of the self as a work of art offered intriguing garments and mixtures of clothing as well as mixtures of pattern and color. But the self interest of the 70s created a concept of narcissism that led the writer Tom Wolfe to call the 1970s, "the me generation."

Questions & Answers

    © 2014 Dolores Monet

    Comments

      0 of 8192 characters used
      Post Comment

      • Dolores Monet profile imageAUTHOR

        Dolores Monet 

        6 months ago from East Coast, United States

        Hi Jenny - while I appreciate your compliment, I think that you should pursue more scholarly information. For school projects it is best to use books with in depth information. Perhaps your instructor can point you toward more academically acceptable work. This article is meant as an overview of the topic. Good luck on your research!

      • profile image

        jenth0mpson 

        6 months ago

        This is one of the best articles I've ever read on Bellatory! So insightful and so detailed. Think I have just found my primary research guide for my fashion A-Level! WOah

      • Dolores Monet profile imageAUTHOR

        Dolores Monet 

        3 years ago from East Coast, United States

        Happyboomernurse -Hi Gail! I remember the white nurse dresses. I thought they looked so wonderful, but the fabrics were pretty awful. One day at an antiques shop, I spotted a nurse uniform from WWI! It was so cool and in perfect condition. Of course, it was a heavy cotton. Thanks for stopping in!

      • Happyboomernurse profile image

        Gail Sobotkin 

        3 years ago from South Carolina

        You did a great job covering the different trends/styles of the 1970s, a decade which was all over the place in terms of fashion.

        I was in college and started my first nursing job during that era and remember that many of the white nursing uniforms were made out of nylon which was dumb because you could see through them, plus they tended to go yellow when washed. Sewed my own uniforms so I could use better fabric.

        Our school uniforms were made mostly of cotton and covered us from neck to a few inches below the knee so "nothing showed when we bent over." LOL

      working

      This website uses cookies

      As a user in the EEA, your approval is needed on a few things. To provide a better website experience, bellatory.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

      For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://bellatory.com/privacy-policy#gdpr

      Show Details
      Necessary
      HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
      LoginThis is necessary to sign in to the HubPages Service.
      Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
      AkismetThis is used to detect comment spam. (Privacy Policy)
      HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
      HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
      Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
      CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
      Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
      Features
      Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
      Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
      Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
      Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
      Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
      VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
      PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
      Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
      MavenThis supports the Maven widget and search functionality. (Privacy Policy)
      Marketing
      Google AdSenseThis is an ad network. (Privacy Policy)
      Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
      Index ExchangeThis is an ad network. (Privacy Policy)
      SovrnThis is an ad network. (Privacy Policy)
      Facebook AdsThis is an ad network. (Privacy Policy)
      Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
      AppNexusThis is an ad network. (Privacy Policy)
      OpenxThis is an ad network. (Privacy Policy)
      Rubicon ProjectThis is an ad network. (Privacy Policy)
      TripleLiftThis is an ad network. (Privacy Policy)
      Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
      Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
      Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
      Statistics
      Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
      ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
      Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)