1970s TRENDS & TIMES

Here at Soul Revue, we like to keep the style blog fashion oriented. However, it would be impossible to look at the style of the times without first considering world events. Look at the CNN documentary mini-series, "The Seventies," to get an idea of the changing landscape of the decade.

Indeed the 1970s was a turning point in American history. It is known by historians as a "pivot of change." Fashion is an indicator of our times. It reflects our psyche and the cultural zeitgeist. Maybe the trends in the 1970s were a way for people to bring a little bit of levity and personal security to an otherwise tumultuous decade. 

1970s BEAUTY IDEALS

BODY

IDEAL SHAPE

For both men and women, the general shape was slim on top and wide on the bottom.

NATURAL AND UNSUPPORTED

The ideal body shape to wear these clothes was tall and willowy.

HEALTHY EATING

Now some point to the recession, but people were also eating healthier foods.

ATKINS

Some turned to diets, like the popular 1970s Atkins diet.

FAD DIETS

The fad diets of the time were ones that limited calories. While extremely unhealthy--because stavation also produces loss of muscle tone--they produced the lithe look sought after by many.

MENS UNDERWEAR: LET'S BE BRIEF

For the first time men's underwear was sold with something exciting in mind: sex appeal.

WOMEN'S UNDERWEAR: T-SHIRT CUPS

Women's underwear lost the support it had in former years, favoring a seamless "t-shirt cup" that did just that, look seamless under newly casual clothes.

SKIN & MAKEUP

LAUREN HUTTON MODELING MAKEUP

From big and glamorous, to simple and feminine, makeup went with any look. The halmarks were wispy eyelashes, natural or plucked eyebrows, frosted eye shadow, nude or red lips, clear tan skin, and natural blush and/or bronzer. Lip-gloss is also popular.

DAYTIME

Although she is heavily made up for the purposes of this ad, this would represent a daytime look: eye shadow on the lid, light eye liner, mascara on both sets of lashes, lightly groomed eyebrows, light foundation, neutral glossy lips and neutral blush on the apples of the cheeks.

DONNA SUMMER AT NIGHT

Makeup also made major strides in providing shades for women of color. Donna Summer also wears evening makeup. A medium shade on the lid, a dark shade in the crease and highlights. A much more natural version of the heavy geometric eyes of the 1960s.

MAYBELLINE EYESHADOWS

All those frosted colors to match the new array of clothing available. The newest thing in eye shadows was a cream base.

ON VOGUE

In general, makeup got more translucent and more blendable in the 1970s. Look at all that frosted color!

1971 DECO REVIVAL

Deco revival brought back glamor makeup of the 1930s and 40s. Including emphasized sockets in all colors, long false eyelashes, thin brows, and red lips.

DECO REVIVAL GLAM

TANS

A tan was the way to get natural glowing skin. The seventies was the era of natural tans augmented by the very dangerous method of sitting with reflectors in the light.

HAIR

APE

The Ape was a version of that.

SHAG

The Shag was created by hairdresser, Paul McGregor for Jane Fonda in Klute.

1970s WEDGE & BOB

The 'wedge' was created by Vidal Sassoon protege Trevor Sorbie in 1974.

JHERI CURL

Hairdresser Jheri Redding created the Jheri Curl.

BARBARA STREISAND PERM

Perms were popular to achieve body.

MEN'S PERM

Even men permed their hair to be big curls for an afro.

1970s Stack Perm

FLICKS

Flicks were very popular to achieve body and personality.

LONG FEATHERED

LONG STRAIGHT WITH FLICKS

LONG STRAIGHT

LONG STRAIGHT

MENS SHORTER STYLES

JOANNA LUMLEY

TWIGGY IN THE BOYFRIEND

Curled bobs and other styles reminiscent of the 1920s and 30s were popular.

1970s AFRO

Afrocentric styles were also popular.

1970s AFROCENTRIC HAIR

1970s CORNROWS ON CICELY TYSON

NAILS

1970s NAILS

In addition to every frosted color...

JEFF PINK FOR ORLY

... In 1975, Jeff Pink invented the French manicure. (While also popular in France, they call this style 'American nails' but that's another story.) Working on movies, stars always had to change their nail color with their wardrobe. The french manicure went with every outfit and cut down drying time, and saved money.

ORLY FRENCH MANICURE

TRENDS

ASTROLOGY: THE AGE OF AQUARIUS

In the era of individuality, "what's your sign?" became an instant way to get to know someone.

DENIM

T-shirts and jeans became a casual uniform.

T-SHIRTS

T-shirts were an affordable and easy way to express political views, group affiliations, and fandom.

THE MIDI LENGTH

At the dawn of the decade, designers decided to establish the new hemline from mid-thigh to the ankle. They called in the "midi" length.

DOWN WITH THE MIDI

Women who had grown to love the "mini" length of the 1960s were not happy.

HOT PANTS

They rebelled with the hot pant. It had the length of a mini, and emphasized the line of the 70s. Fashion designers never embraced them.

DIY HOT PANTS ON BETTY DAVIS

Hotpants could be bought, or cut off DIY style by the wearer.

BUTTERFLY COLLAR

Butterfly collars, for men and women, were bold and expressive.

BUTTERFLY COLLAR

Burt Reynolds sporting a very manly butterfly collar.

BUTTERFLY COLLAR: SCI-FI EDITION

Even Sci-Fi--another trend of the 70s--stars wor wide collars.

NECKERCHIEF

Scarves emphasize open collars and chest hair.

NECKERCHIEF

Neckerchiefs came in many matching and contrasting colors to emphasize one's "look."

SCARVES

Scarves were also quite expressive wrapped around the head. It was often part of a whole bohemian look.

TROLLS

Along with pet rocks, and mood rings, trolls came in a variety of colors that you could choose from.

PATCHES

Patches were another cheap way to personalize your expression. Sewn to jeans or bags, they immediately identified your affiliations.

PATCHES AND POLITICS

Patches communicated social groups, political leanings, personal identity, and general messages.

HAVE A NICE DAY

One of those messages was the greeting of the decade. Abigail Goldman of the Los Angeles Times, wrote that the smiley face and the expression "have a nice day" "helped to define the '70s."

ANATOMY OF AN AUTHENTIC SMILEY

RAINBOW BEDROOM

This lighthearted trend permeated every part of culture from clothing, to home decor--from the oldest...

RAINBOW NURSERY

...to the very young!

THE RAINBOW ROOM

Even people in their 20s and older went to Biba's retro glam nightclub, The Rainbow Room.

BELL BOTTOMS

Unlike flairs, bell bottoms flared from the knee, creating a bell shaped leg.

BELL BOTTOMS

BELL BOTTOMS

BELL BOTTOMS

BIG GLASSES

To match the overall bigness of the midi look, glasses had to get an upgrade.

AVIATORS

Aviators were a favorite. Perhaps also a throwback to the 1940s?

JUMPSUITS

Jumpsuits were the ultimate in easy-wear items.

JUMPSUITS

They came in all shapes and all sizes for everyone.

STREAKING

Conversely, one could find ways to not wear clothing at all. Of course, public nudity was frowned on by law enforcement.

LEISURE WEAR

Leisure wear wasn't just easy, it was available in every color. It was somewere in between a suit and sportswear. Often comprised of polyester, patch pockets, butterfly collars, and bell bottoms.

LEISURE SUIT

Or how about white double-denim.

LEISURE SUITS

DENIM

In the 1970s, denim became a fetish fabric. Whole denim outfits utilized jean techniques to create a uniquely North American look.

DENIM OVERALLS

Denim outfits combined with another popular trend: matching couples outfits.

MATCHING COUPLES

Matching couples outfits ranged from the professional...

MORE MATCHING COUPLES

...to the casual.

PLATFORM SHOES

Perhaps a throwback to the 1940s. The 1970s platform grew to new heights. It lengthened the line of the body and provided weight to the bottom of the look.

PLATFORM SHOES

Platforms came in every height for every kind of person. Some people questioned the safety such a trend.

 Many of these trends did not come from the fashion industry, but from the masses. Though, the fashion industry railed against (most of) them, these trends ended up making a impact.