1970-1980

In the 1970's women were in control of what they wore, if they wanted to wear hotpants one day and a maxi skirt the next they would.
The seventies brought a wider range of fashion, due to people travelling around the world and the many different cultures and social groups both in Britain and American. The hippies from the sixties had brought forward clothes from different ethnic groups and loose flowing robes and dresses made there way into western cities. From the mid seventies kaftans, kimonos and other styles of African and Asian clothing was translated into designs for the western market, led by designers such as Yves St Laurent.

Disco Fashion
Disco fashion developed when disco dancing became more widely appreciated, the fashion consisted of hotpants, tight disco pants, stretch sequin bandeau tops and spandex tops. Disco gave way to dress codes, which meant people needed to dress right in order to gain entry to the clubs. This form of fashion was not acceptable during the day but became almost compulsory in the evenings.

  

Punk

The subcultures of the seventies also included Punk, a trend partly introduced by Vivienne Westwood. Throughout the seventies she introduced new fashion ideas, whilst designing costumes for many bands such as 'The Sex Pistols' and for 'The New York Dolls'. Vivienne Westwood influenced an entire age of fashion.

 

'The Bay City Rollers' were a big influence on seventies fashion, they introduced Scottish tartan into young, teen fashion creating a craze during their time in the public eye.  

 

1960-1970

The Swinging Sixties

The 1960's began with the continuing trend of the 1950's and the hourglass silhouette but by the end of the 1960's it was the complete opposite.

America's first lady Jackie Kennedy was a major influence in fashion in the early 60's. Her innate sense of style, made her the leader of  American fashion. Designers such as Oleg Cassini excelled at short-jacketed suits capturing the first lady's passion for french style.

As the new teens became of age, fashion turned to a more youthful silhouette, they dominated the fashion market and soon the older generation. The french 'baby doll' look comprised of short skirts and big hair, adopted by brigitte bardot, led the way for the 'british invasion'. Where teens embraced the free and fun fashions of London. Twiggy became the "it" girl of the 60's and appeared on the covers of all the major fashion magazines and promoted colourful shift dresses and space-age prints.

The movement to more modern designs was international and influenced many designers. Designers like Pucci created psychedelic patterns and colours, transforming people into walking works of art.
American designers led the way in casual sportswear and french designers, led by Yves St. Laurent explored new ideas.

Mary Quant and the mini skirt
Mary Quant was a leading designer in British fashion,and by 1966 she was introducing mini dresses and skirts set 6-7inches above the knee. She found many young women in London raring to try her new risque designs, the trend took off as you had to be youthful to wear the controversial designs. This style was soon known as the 'Chelsea look'.    

 

The sixties was all about the youth as the post war baby boom had created 70 million teenagers and these teens led the fashion, fads and even politics of the decade. 

 

By the end of the decade men's ties had continued to be colourful and vibrant even worn with vibrant patterned shirts. Women wore turtleneck or polo neck sweaters and in the towards the end of the decade sleeveless tops became popular.