Fashion in the 1960's and 1970' s

Fashion in the 1960's and 1970' s

The sixties were a time of growing youth culture and youth fashions, which had already begun in the late fifties. In the west, young people were benefiting from the postwar industrial boom, and had no problem finding work. With extra cash in their pockets, they were able to spend more and had begun to refashion themselves accordingly. This higher demand in the fashion business brought out a new generation of designers. The freedom of extra cash meant room for more imagination and creativity, bringing out new and provocative fashion ideas.

Pop music began to take on a serious art form. Rock stars influenced fashion in a way like never before. The Beatles began the British invasion with pop culture. They were fashion icons and many copied their long hair. Others copied the rebellious look of Bob Dylan and Mick Jagger (Rolling Stones). Rock stars began speaking on behalf of the younger generation and the media was all over them. By the end of the sixties, pop music was the main force in fashion. In Europe and America, "underground" music played a big part, with underground magazines, festivals, and groups during 1966-67. Drugs such as marijuana and hallucinogens like LSD were more widely used outside of a small circle of musicians and artists. Sounds of blues, jazz, rock, electronic, Indian, and classical had inspiration in psychedelic music. Janis Joplin and Jimi Hendrix were leaders of this long hair, drugs, and music scene. Other music such as be-bop jazz with the beatniks, the sounds of soul that flowed from the record company Motown, and folk for hippies also inspired the way of fashion.

In the early sixties, cocktails and beehives were "in", with the First Lady leading the way. John ...

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...and roller-skating were the "in" thing, and designers caught on quickly with new fashions that were practical and stylish for such activities. People were slimming down and the ideal woman had a slender figure. At the beginning of the decade, natural was the key, and women were burning their bras. Leotards, bodywear for the gym, and sweat suits were stylized for this exercise and health-concerned decade.

With rioting and terrorism taking place around the world, more aggressive and rebellious styles were being created. The punk look came with this; singers like Johnny Rotton and bands like The Ramones and the Sex Pistols were a few to lead a new generation of teens. There was also the introduction of glam-rock in which musicians mixed glamour with rock. Davis Bowie was the most successful. Fans copied his "rooster" hair cut. He made the androgynous look popular.