Most of the decades trends were about escapism. The trends would filter down to the mass market and mix with some of the trend of the decade to create an undeniably 70s fashion statement.
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THE LOOK: Edwardian/Victorian revival. A lot like what happened in the 60s, but with the edge taken out of it. Long flowing dresses in light colors made out of cotton.
THE SCENE: People pressed flowers, Beatrix Potter was popular. Emphasis on whimsical, romantic, and gentle. The movie Pretty Baby, starring Brooke Shields, explores the dark side of Victorian history.
THE DESIGNERS: Laura Ashley
THE LOOK: Escape into the glamour of old Hollywood. Late 1920s, early 30s and by mid-decade the 1940s. This meant bias cut dresses, palazzo pants, turbans, shoulder pads, knitwear, simple shapes made of silk, rayon, and qiana. The Leopard print revival like the African craze in the 1930s.
BIBA MAKEUP LOOK: Skinny arched brows, dark smudged eye, glittery lids and cheeks, dark retro glam lip, red henna curly hair.
THE SCENE: The English department store, Biba, had beautiful deco displays and came complete with a grocery and it’s own nightclub called the Rainbow Room that had a 1930s feel. Fay Dunaway in Bonnie and Clyde, Diana Ross in Lady Sings the Blues, Twiggy in The Boyfriend, Paper Moon, The Sting, Liza Minelli in Cabaret, The Great Gatsby, Pointer Sisters. Jerry Hall and Bryan Ferry.
THE DESIGNERS: Babara Hulanicki – Biba. Yves Saint Laurent. Armani
THE LOOK: Gypsy, peasant, exotic, caravan of traders traveling the silk road. Peasant blouse, very full skirt, and a headscarf.
THE DESIGNERS: Yves Saint Laurent
THE LOOK: Women wearing menswear. THE PANTSUIT.
THE SCENE: Women’s Lib – Female Equality – Gloria Steinem & Dorothy Pitman Hughes –Women wanting to be taken seriously in professional careers and in general. Not wanting to have men look at their legs at work. Annie Hall, taps into the Deco revival in menswear.
THE DESIGNERS: Yves Saint Laurent, Armani, Ralph Lauren
THE LOOK: Tight pant to reveal bulge and figures, hairy chests, medallions, shirts unbuttoned very low, moustaches.
THE SCENE: Disco. Some say this is a direct reaction to feminist dressing.
THE LOOK: Basically, a combination of rock, disco, and 70s trends like the butterfly collar, and bell-bottoms. Men in makeup.
THE SCENE: David Bowie, Freddie Mercury, Suzy Quattro, Marc Bolan
THE LOOK: Basically a modern clubwear version of all of the trends. Emphasis on glamour, glitter, and sexiness. Barely there clothing emphasized the body. Floaty glamorous dresses in silk, rayon, and quiana made for extra movement while dancing.
THE SCENE: 1975-1978, Saturday Night Fever, NYC, and Studio 54. Diana Ross, Halston, Bianca Jagger, Jerry Hall, Liza Minelli, Cher. Anyone who was anyone could be seen on the floor at Studio 54.
THE LOOK: A sort of blend of every global influence, particularly Indian, Native American, Japanese, Chinese, and African.
THE DESIGNERS: Kenzo – French.
THE LOOK: Red, white, and blue. Patchwork (folk art). American flag, 1890s, DENIM
MAKEUP: Tan California look, highlight, eyelashes only on the top little liner, all American glow, red lips, big hair, blond blue eyes.
THE SCENE: Bicentenial 1776-1976, Grease, American Graffiti, Happy Days, Farrah Fawcett
THE DESIGNERS: Ralph Lauren, Calvin Klein, Bill Blass
Can you dig it?