1970s in fashion

Fashion in the 1970s is about individuality. In the early 1970s, Vogue proclaimed “There are no rules in the fashion game now.”[1] Instead of brands and following the trends like previous eras, the 70s were about “Freedom”, “identity” and “Personal Expression”. Fashion in the 1970s began with a continuation of the mini skirts, bell-bottoms, and the androgynous hippie look from the late 1960s and eventually became an iconic decade for fashion.

There were a lot of sub cultures group developed in the 1970s, therefore there were no specific trends of recognizable style as there were too many choices offered. This created oversupplying designs flooding into the fashion market with no specific, clear direction. Another reason that led to too many choices offered was the rise of technology. 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 casual chic approach to fashion, which consisted of sweaters, T-shirts, jeans and sneakers.

In the 1970s, there were two influential designers who brought in a new perspective in the 1970s women fashion. Both the French designers, Yves Saint Laurent and the American designer Halston observed and embraced the changes that were happening in the society especially on the huge growth of women’s right and youth culture where most of their inspirations came from. They successfully to adapt their design aesthetics to accommodate the changes that the market was aiming for.

The top fashion models of the 1970s were Lauren Hutton, Margaux Hemingway, Beverly Johnson, Gia Carangi, Janice Dickinson, Cheryl Tiegs, Jerry Hall, and Iman.

...
Wikipedia