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J. fash. bus. Vol. 17, No. 6:76-87, Dec. 2013 ISSN 1229-3350(Print) http://dx.doi.org/10.12940/jfb.2013.17.6.76 ISSN 2288-1867(Online)

The 1970’s Trend at Vogue Magazine: If you can’t it, tie it, sling it, fling it.

Ahn Insook Dept. of Chung-Ang University

Abstract

The purpose of this study is to understand how the silhouette changed throughout 1970s and assess how US women express their identities through their , which may explain societies’ attitudes through the way women . US Vogue fashion magazines were used to explore all the information on fashion and style trends, social trends, beauty, and travel. A content analysis was performed on the issues of the March and September for the years 1970 to 1979. The findings for this study about the 1970s were all about perpetual change, constantly moving forward with innovation. The color ranged from bright, cheery and bold to deep and passionate to subtle neutrals. There were a few constant colors through the decade like white, black and navy. Occasionally the trend would completely change from one season to the next within the same year. They would be full and oversized and then be slim and body conscious. The one trend that stayed true for the entire decade was wrapping. , pants, dresses, tops, and jewelry; everything wrapped in one-way or another. Clothes steadily became more revealing as the years progressed. Fabrics over all were soft and knitted. Casual and comfortable was the phase heard most often. In the 1970s there was constant change in prints. They were bold and large or subtle and small, ethnic or floral. Hair was mostly smooth and sleek however towards the style moved to a fuller look.

Key words : fashion trends, vogue magazine, 1970s

Ⅰ. Introduction and is a combined phenomenon of psychological, socio-economical, and cultural Fashion is a style that is popular in certain points of view of the times(Brannon, 2010). period or a set of trends that have been Fashion magazines can be viewed as the voice accepted by a wide population in the market of the fashion industry because they provide

Corresponding author: Ahn Insook, Tel. +82-31-670-3539, Fax. +82-676-9932 E-mail: [email protected]

76 Ahn Insook / The 1970’s Fashion Trend at Vogue Magazine

visuals and texts that translate their views on To analyze the changes in American fashion, a various fashion related issues (Choi, Medvedev, content analysis was performed on the issues of Lee, & Hunt-Hurst, 2009). Beyond the primary the March and September for the years 1970 to level of brand advertisement and industry 1978, and the June and August issues of 1979, information fashion magazines are cultural due to availability. The Vogue USA was selected objects that reflect the zeitgeist– the spirit of for the research because it has played a key the times - both visually and textually. As role as a visual filer of changes in fashion. Each cultural media objects and gatekeepers of season designers have shown ideas on the innovation they introduce, describe dominant stage and Vogue has caught them and cultural patterns, and filtered innovation once introduced them to consumers through its pages innovators introduced new forms so that early (Watson, 1999). Vogue has been of importance adopters would accept changes followed by the to the fashion world as a media outlet and a mass (Lipovetsky, 2007; McCracken, 2011). The gatekeeper as well as an indispensable source fashion magazines such as Vogue and Bazaar for museum curators responsible for collections issued once a month, which are brittle and of twentieth century dress (Mendes, 1988). short-lived media outlets, but hold a mirror up Women were highly influenced by what they to its time and have become the archives of read and saw in magazines. Since Vogue USA memory (Patcevitch, 1963). There are some Magazine was one of the women’s fashion books that analyzed fashion changes based on magazines in the in the 1970s fashion advertisement (Hill, 2007; Mulvagh, (Choi et al., 2009; Kopnina, 2007), and it 1998), that focused on editorials in England underwent extensive editorial and stylistic (Howell, 1991) and Vogue covers (Derrick, changes to respond to changes in the lifestyles 2007). Also many studies investigated on how of its target audience since 1971 under fashion advertising in magazines reflected and editor-in-chief Grace (Mirabella, changed society (Al-Olayan & Karande, 2000; & Warner, 1995), it therefore 1970s fashion was Frith, Shaw & Cheng, 2005; Lindner, 2004; chosen for this study. The reason why March Tiggemann & McGill, 2004) and fashion and September issues were used for this study advertising in magazines reflected on race and is both issues deals with collection issues of the gender (Millard & Grant, 2006; Thompson, 2000). seasonal cycle. They are the first issues to But there is little research on American fashion feature the new-season clothes for changes based on analysis of fashion spring/summer and autumn/winter respectively magazines. This study aimed to understand how (Derrick, 2007). the silhouette changed throughout 1970s and Both the editorial visuals and text of articles assess how US women express their identities were analyzed to explore all the information on through their dress, which may explain societies’ fashion and style trends, social trends, beauty, attitudes through the way women dresses. travel and economy; however, the commercial advertisements were excluded because they are promoted by the company, not filtered Ⅱ. Methodology innovations by the gatekeeper. First, the researcher searched editorial images and texts

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to find out most important colors, silhouettes, purples, and any colors that resembled spring length, fabric/print, accessories, and designers. woodlands and were earthy were very common. Second, the articles were sorted into categories In their free time women traveled to Tambo in based on pre-established criteria: beauty, art, the Bahama Islands and , Italy or saw art celebrities, economic/politics, and travel to exhibits like “Spaces” at the Museum of Modern identify whether the fashion of the times Art and E.A.T. (Experiments in Art and reflected the spirit of that time. Each finding Technology) in Osaka, Japan. The articles was documented in a spreadsheet format and discussed sparse-living and how to buy the coin arranged by month and year. bed vibrators found in some popular hotels of the time. Over all 1970 introduced many trends that would continue for the rest of the decade. Fashion in 1971 continued the changes made Ⅲ. Findings in the initial year of the decade. Women wore false eyelashes, “Smokey” eyes, the “dewy” or The first year of the 1970s began what was to moisturized look, and long straight hair. The become an ever-changing, always-moving practice of using natural products and remedies decade. Women were concerned with getting for hair and skin care continued during 1971. specialists for all of their beauty concerns, oral Balanced nutrition was also encouraged to surgeons, facialists, and any other type of maintain a healthy look. Ballet and dance excise beauty experts. Oxygen and other products with were new and innovative ways of exercising that natural ingredients were encouraged to use on were introduced in 1971 to stay physically fit. the body. Women also carried around travel For accessories women wore large, tie belts, perfumes in their purses to smell great while on shoes that were heavy-soled and laced up, the go. The most popular haircuts were fringe fitted and with casual ensembles, cuts. To quit smoking some people took a and large chunky jewelry. The main designers cruise with an emphasis on how to quit. One that year were Scott Barrie, Robert-David product used to keep in shape was a tummy Morgan, Jean Muir, Butch Scheck, Pat Ashley, tamer. A person wore it and if their tummy was Marshall Lugman, Santos Santiago, , not “sucked in” or they were slouching it would , Kasper, Christian , Oscar de la beep until the problem was fixed. Women would Renta, Malcom Starr, Kimberly and Cardin. Scott usually wear this product for about an hour a Barrie, Robert-David Morgan, Jean Muir, Butch day. brands in 1970 were Kimberly, Yves Sheck, Pat Ashley, Marshall Lugman, and Santos Saint Laurent, Courreges, and Lanvin. They Santiago were concerned with cheap chic, a designed pants that were high waisted with a popular trend in 1971. Clothes that were less full leg. Women were encouraged to “do their expensive but still chic were extremely own thing” with hemlines. Slashes, slits, slots appreciated by women. Some other popular and fringe were common details on most trends were , long chemises, dresses, garments. were either shaped and belted gauchos, hot pants, and flamenco skirts. Also or a midi with swing. Wrapping became for evening wear, short dresses, and extremely popular in outfits. All garments were made in a variety of colors. Apricots, crimsons,

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Figure 1. Figure 2. Figure 3. Crepe de Chine Shirtdress, NY Collection Beautiful Bronze Wrap & Tie Coat, Klugman for S.T.J., Viscos Rayon Dress by Leslie Fay, NY Collection, - Vogue (1971, Mar.), p.83 - Vogue(1971, Sep.), p.234 - Vogue (1972, Sep.), p.265 layering were important and new trends were geometric and often in bone or shell tortoise. gaining popularity: , shirts, fitted vests brought attention to the neck and sexy and tank tops. The Military Look with lots of allowed women to bare their feet. and patches gained popularity in 1971. Kimberly, Bill Blass, Jaeger, Scott Barrie, Diane Fashionable details on garments were sequins, Von Furstenberg, Kasper, , Oscar smocking, and matching tops and bottoms. de la Renta, Anne Klein, Nina Ricci, Christian prints with tribal and swirl details were Dior, and Jerry Silverman were the hit designers trendy prints. 1971 brought garments that came of the year. They designed short and baring in a variety of fabrics and colors including evening dresses, that were separates, wrap and knits, wools, suede, satin, and velvet, in tunics, and rolled up . Mixing patterns, navy, beige, eggplant, black, and bold citrus slits, and anything that wrapped continued to be hues. Vogue also released a book on etiquette. trends in 1972. Looks were easy and personal Popular travel destinations were Spain, Dallas, while still being polished. Garments were made Texas, San Francisco, California, and London. in jersey, wool, angora, velvet and knits in very Vogue, in 1972, showed women how to dare subtle colors of white, black, brown and navy. A to bare it. Casual, soft, textured styles in neutral very popular color trend was to dress in all of colorings accentuated easy separates dressing. one tone. People traveled to Italy, Florida, The In the matters of beauty they used sun lamps, Rhine, and Bermuda. In their free time belly dancing, swimming, yoga to bring out the women saw art exhibits with Russian crafts and best in their bodies. Vogue encouraged fitness Biennale in Italy. and exercise rather than artifice. A lot of articles 1973 continued the sexy trends started in appeared on diet and exercise programs. The 1972. Simple, body-conscious and, most new “it” haircut was the Zelda bob, which gave important of all, unconstructed clothes were in. women the opportunity to show off their In beauty women had more choices for colors in shoulders more. Accessories were large, nail polish and places to go for skin care.

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Figure 4. Figure 5. Figure 6. Bold Color Accessories Wool Straight Dress Wool Metallic - Vogue (1972, Mar.), p.93 - Vogue (1973, Sep.), p.325 - Vogue (1974, Sep.), p.291

Now health food stores were selling beauty and were flared, or lean and straight. Often they skin related items. “Uncurling irons” or came in black satin. Tailored suits and leaner straighteners gained popularity this year as well. skirts were reintroduced. Wrapped dresses, shirts You saw more women jumping on the and skirts continued to be in high demand bandwagon for the “do it yourself beauty” throughout 1973 as well. There were also large trends. They also thought about the long-term in fur , slim dresses with T-shirt or beauty. They focused on stretching to have shirtwaist styles in luxurious materials, oversized good posture and diets that could last the rest dresses, dresses, and a need to always of your life. Accessories in 1973 were pretty be moving and continual change in fashion. basic they had large , lots of Garments came in an assortment of colors. bangles, bronze-colored shoes, and a need for White, coral, blue, navy, black, and anything that the “right” for their outfits. 1973 was bright and bold or in all of one tone were brought many designers to the forefront of among the most prominent colors. A large fabric fashion. Yves Saint Laurent, Missoni, Valentino, selection was available as well. Clothes came in , Andre Laug, Scott Barrie, angora, wool, , linen, acrylic, , , Chanel, Dior, Givenchy, Calvin silk/rayon, cashmere and rayon. There was an Klein, , Anne Klein, Bill Blass, Stephan article on managing credit so you do not end Burrows, and Bill Blass were all among the top up poor from it. In their spare time women designers of the year. They produced clothes traveled to Waikiki, Hawaii, China, London, New that were romantic, feminine sensuous, sexy York, , , or New Zealand and soir, lean, racy, and revealing. They showed off viewed exhibits featuring Eva Hesse sculptures the legs and were body conscious. Pants came and saw stage shows on Broadway. in a variety of silhouettes. They had wide legs, 1974 brought lingerie into mainstream fashion

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Figure 7. Figure 8. Figure 9. Figure 10. Soft velvet tunic Tailoring Suit by Textured Suit A contrast of textured pleat tweed - Vogue (1977, Coat - Vogue (1975, Sep.), p.230 - Vogue (1976, Fall), p.297 Sep.), p.248 - Vogue (1978, Sep.), p.440 trends. In beauty the focus was on having soft lace and other pajama details from lingerie into hair with matching eyebrows, darker more daywear. String also gained popularity in dramatic makeup, wearing wigs, fighting 1974. The replacement of the short, kicky skirt by wrinkles, moisturizing naturally, repairing the the longer, fuller style was the most important damage from the sun, and how to get extra change in the silhouette introduced by European value from your eyes. Gradually the most designers in fall 1974. The new coat and ostentatious signs of wealth– large jewels, shapes were also looser, fuller and longer. This lavish furs and showy, extravagant clothes were voluminous, unconstructed, layered, and peasant cast aside. Sunglasses had new and interesting inspired dressing was christened the ‘Big Look’ shades. Red shoes became popular, as well as (Mulvagh, 1988). The most prominent colors were small skinny belts to create a small . neutrals, mainly ivory, skin tones, grey, black and and wrapped scarves continued to be navy. The fabrics consisted of knits, jersey, silk, trendy in 1974. New designers became popular, wool, furs, suede and flannel jersey. Women saw Mollie Parnis, John Anthony, and Concept VII, amazing art and countryside as they traveled to were considered the most popular. There were Greece, Rome, Paris, London, Barbados, , also old favorites, which included Halston, West Africa, Morocco, and Australia. In 1974 there Valentino, Yves Saint Laurent, , were several exhibits on Islamic art and European Geoffrey Beene, Ralph Lauren, Bill Blass, Adolfo, jewelry. Anne Klein, Oscar de la Renta, and Kasper. The ‘Big Look’ which had been introduced in Together the new and old designers created Paris fall1994 had not been adopted as yet, but exciting collections full of wonderful clothes. American women who were working efficiently There were smaller tops around the body, wanted a neat, unobtrusive, coordinated look narrower pants, oversized shirt dresses, rejected it for their figure– consciousness two-piece dresses and a lean towards what was demanded body-revealing lines. As was the trend called the “American casual.” Designers brought in the 1970’s, 1975 was full of continual change.

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Beauty experts started to realize the effects of Dior, Valentino, Givenchy, Missoni, Calvin Klein, aerosols and began using non-aerosol products. Geoffrey Beene, Mary McFadden, Bill Blass, Salons were becoming a one-stop-shop for Halston, and Anne Klein were the most beauty and styles centered around bangs, requested designers of the year. Designers were crimpers, cuts and curls. At home exercising was influenced by very tailored and sailor-inspired also popular. Accessories continued to be bare garments. Other popular trends were unlined and natural. Hemp shoes, head wraps and clothes, , wrap and bare, separate scarves were popular items to accessorize with dressing, narrow pants, country gear, drop waists in 1975. Popular designers of the year were and longer and bulkier furs. The colors were Calvin Klein, John Anthony, Mary McFadden, mainly navy and white and natural in , Geoffrey Beene, Oscar de la Renta, Halston, furs, and knitted fabrics. Women saw exhibits on Anne Klein, Kasper, Ralph Lauren, and Chanel. American Photography, and traveled to Nice, The designers created pure, pretty, and classic New Orleans, Istanbul, and Maine. 1977 was all fashion. There was a focus on revealing about customizing your look. Hairstyles were necklines, body dressing and safari inspirations. custom, fuller, and freer than previous years. The Popular looks were and t-shirts, sweaters year hair stood on end with fluorescent dyes. and pleated skirts, tunics, pant suits and the Women focused on losing weight, roller-skating, pajama-dressing trend that started in 1974. and the birth control pill, also known as the Pill, Clothes came in cotton gauzes, Chambray, terry, became a popular form of contraception. Plastic cotton knits, voile, chiffon, poplin, jersey and sunglasses, specifically plastic aviators, were the anything lightweight. The colors were very earthy, must have items, but the most important with greens, rust, khakis, grays, white, black, accessory was a smile. The designers of the and purples. In their free time women collected year were Karl Lagerfeld, Dior, Yves Saint old post cards, traveled by train or ventured far Laurent, Sanchez, Geoffrey Beene, Bill Blass, off places like the Mediterranean, Guatemala, Ralph Lauren, Donna Karen, Henri Bendel, Oscar and the West Indies. They also saw exhibits from de la Renta, Calvin Klein, Stephan Burrows, Mary Picasso, Jean-Baptists Carpeaux, Jasper Jones, McFadden, and Julio. Their garments tied and Michelangelo’s drawings. everywhere, wrapped and revealed, offered a 1976 became much more tailored than slender, body-conscious appearance. As well, previous years. Beauty was sleek and polished. the smocks were low cut, off the shoulder, and Chignon buns, sleek hair and heavy bangs were soft with lots of different textures. There were popular hair styles. At home exercising and also plenty of mesh garments, kimono dresses, dance therapy were still important trends as well and jersey . There were a variety of as smooth skin. Patterned and peasant scarves, fabrics to choose from: cotton, jersey, challis, bracelets with clean lines, gold hoops, oversized chenille, mohair, suede, furs, and knits. The sunglasses, and other classic accessories which colors were neutrals with pops of color, soft were emphasized an outdoor, rustic look, reds and pinks, and gold. Women enjoyed trips bandeaux, hoods, and enveloping were to New York, Thailand, Indonesia, Italy, Germany, great choices for women. Henri Bendel, Yves Egypt, Australia, and Cuba. They also enjoyed art Saint Laurent, Lanvin, Karl Lagerfeld, Ungaro, exhibits with Improbable Furniture and

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turn-of-the-century America. active. Accessories were fluid shapes, in either 1978 continued the bare-it-all trend from bright fluorescent colors or gold. Belts were previous years. The silhouette gradually became skinny and braided and bags were textured and tighter and more controlled. The body was back iridescent. The top designers of 1979 were Yves and waists existed, and there was a legginess Saint Laurent Ralph Lauren, Ungaro, Claude that had not been seen for years. Ankles were Montana, Thierry Mugler, Chanel, Sanchez, suddenly sexy. In beauty women sought out Missoni, Chloe, Halston, Chanel, Karl Lagerfeld good massage therapists, and had softer, and . They produced knee length smoother, yet teased hair. Beauty went back to skirts, jumpsuits, and dinner suits. The trend nature and women were conscious of safety in was quick, easy and comfortable clothes in soft the sun. For accessories they wore large success and inheritance. Artists such as Samuel with shape, black ribbons, strappy J. Washington, Jr. and Nogughi were popular. heels, black leather belts and various hats. Bold, Women continued to travel to places like Japan, obvious accessories still the essence of fashion: Tangier, Italy, Brussels, and Napa Valley. enormous glittery paste jewelry and . Yves The last year of the 1970’s continued the Sain Laurent, Dior, Ungaro, Givenchy, Gres, perpetual change just as in previous years. , Mary McFadden, Calvin Klein, Women concentrated on quick, on-the-go looks Geoffrey Beene, Bill Blass, Ralph Lauren and and scents for beauty. For their hair, they wore Halston were the top designers of 1978. They 1950’s inspired ponytails, smooth and sleek hair. designed tiny , deep “V” dresses, They also focused on healthy eating and staying western wear, skirts that had slits and slashes, knitted fabrics. They came in iridescent and and very narrow pants that hit above the ankle. bright colors like purple, aqua, and yellows. The There were also lots of embroidery and texture popular fabrics were leather, crepe de Chine, mixing. Fabrics included silk, satin, lace, cashmere/silk, viscose/angora, and any other soft Chantilly, linen, cotton gauze, fur, and anything stretch fabrics. There were several articles related sheer. Colors were a mix of pale and deep with to money, investments, and taxes. Women saw skin tones, pinks, sheers, white, and wine, deep exhibits on contemporary sculptures from Israel berry, black and grey. Women were rising in the and the South Pacific. In 1979 they traveled to management ladder and becoming very the Himalayans, Greek Isles, Britain’s Irish Sea, successful. Articles spoke of what to do with Tahiti, Denmark, New York, Paris and Italy.

Table 1. The 1970’s Fashion Trend at Vogue Magazine

Year/ Travel Fashion trends Arts Beauty / Exercise Trends destination Trends: Exhibits: Beauty : - “Do their own thing” with - Oxygen and natural Tambo in the hemlines - “Spaces” ingredients products for the body Bahama 1970 - “Do their own thing” with at the Islands and hemlines. Shaped and belted or a Museum of - Women also carried Rome, Italy midi coat with swing Modern Art perfumes - Wrapping - `E.A.T. - Fringe haircuts

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Table 1. Continued

Year/ Travel Fashion trends Arts Beauty / Exercise Trends destination Accessories: Beauty: large and tie belts - - False eyelashes, - heavy-soled and laced up Smokey eyes, moisturized shoes look Spain, Dallas, - fitted hats and berets Texas, San 1971 - Natural products for Francisco, - hair and skin care Trends: California, and London - Cheap chic, capes, long Exercise: chemises, shirt dresses, - Ballet and dance gauchos, hot pants, and exercise for physical fit flamenco skirts, and military look Accessories: - large, geometric and in bone or shell tortoise - Scarves and sexy sandals Beauty: Art exhibits Look: with Russian - Zelda bob Italy, Florida, 1972 - easy and personal while still crafts and The Rhine, being polished Biennale in Exercise: New York and Italy - Diet, fitness and Bermuda Trends: exercise - Short and baring evening dresses, suits, wrap, tunics, and rolled up sleeves. Mixing patterns, slits, Beauty: Accessories: - More choices for colors Waikiki, - large sunglasses, lots of in nail polish bangles, bronze-colored shoes, Eva Hesse Hawaii, China, and stockings sculptures - Uncurling irons London, New 1973 and - do it yourself beauty” York, Paris, Broadway trends Los Angeles, Look: shows or New - Romantic, feminine, sexy, lean, Zealand racy, and revealing Exercise: - stretching and diets Accessories: - Large jewels, lavish furs and showy, extravagant clothes Greece, - Sunglasses with various Islamic art Beauty: Rome, Paris, shades. and London, European - Soft hair with matching Barbados, 1974 - Red shoes and skinny belts jewelry eyebrows, darker and Jamaica, West - Watches and wrapped scarves exhibition dramatic makeup, wearing Africa, wigs, skin care Morocco, and Look Australia - American casual - Big Look was introduced Accessories: - Bare and natural. Beauty: - Hemp shoes, head wraps and Exhibitions: - Using non-aerosol scarves - Picasso, products. Jean-Baptists Mediterranean, Look: Carpeaux, - Salons for Guatemala, 1975 one-stop-shop for beauty and the West - Revealing necklines, body Jasper and styles dressing and safari inspirations. Jones, and Indies. - jeans and t-shirts, sweaters Michelangelo’ s drawings. Exercise: and pleated skirts, tunics, pant At home exercising suits and the pajama-dressing - trend

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Table 1. Continued

Year/ Travel Fashion trends Arts Beauty / Exercise Trends destination

Accessories: - Patterned and peasant scarves, bracelets with clean lines, gold hoops, oversized sunglasses, and Beauty: other classic accessories - Sleek and polished - Chignon buns, sleek Look: Exhibition: New Orleans, 1976 - American hair and heavy bangs Istanbul, and - More tailored than previous Maine years Photography Exercise: - Unlined clothes, windbreakers, - At home exercising and wrap and bare, separate dance therapy dressing, narrow pants, country gear, drop waists and longer and bulkier furs

Accessories: Beauty: New York, - Plastic sunglasses Exhibition: - Custom, fuller, and Thailand, - Improbable freer hair styles Indonesia, Look: 1977 Furniture and - Fluorescent hair dyes. Italy, - Customized look turn-of-the-c Germany, - Tied everywhere, wrapped and entury Exercise: Egypt, revealed, offered a slender, America. - Focused on losing Australia, and body-conscious appearance weight, roller-skating Cuba

Accessories: - Large handbags with shape, black ribbons, strappy heels, black leather belts and various Beauty: hats Samuel J. - Sought out good massage therapists Japan, Look: Washington, Tangier, Italy, 1978 - Bare-it-all trend from previous Jr. and - Softer, smoother, yet Brussels, and Nogughi were teased hair. years popular Napa Valley - Tiny camisoles, deep “V” - Conscious of safety in dresses, skirts that had slits and the sun slashes, and very narrow pants - Lots of embroidery and texture mixing

Accessories: Fluid shapes, in either bright - Beauty: fluorescent colors or gold. Exhibition: Himalayans, Skinny and braided belts and - 1950’s inspired - - ponytails, smooth and Greek Isles, bags Contemporary sleek hair Britain’s Irish 1979 sculptures Sea, Tahiti, Look: from Israel Exercise: Denmark, New - Knee length skirts, jumpsuits, and the York, Paris South Pacific - Healthy eating and and Italy and dinner suits. staying active - Quick, easy and comfortable clothes in soft knitted fabrics

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Ⅳ. Conclusion and limitation accepted by a wide population in the market. Although it may not be true that the featured The 1970s were all about perpetual change, styles were actually accepted by the market, constantly moving forward with innovation. The even leading fashion magazines can be viewed colors ranged from bright cheery and bold to as the voice of the fashion industry (Choi et al., deep and passionate to subtle neutrals. There 2009), as cultural media objects and were a few constant colors throughout the gatekeepers of innovation they introduce, decade: white, black, and navy. Occasionally the describe dominant cultural patterns, and filtered trends would completely change from one innovation once innovators introduced new forms season to the next within the same year. They (Lipovetsky, 2007; McCracken, 2011), and hold a would be full and oversized and then be slim mirror up to its time and have become the and body-conscious. The one trend that stayed archives of memory (Patcevitch, 1963). It is true for the entire decade was wrapping. Skirts, true that fashion magazines most often featured pants, dresses, tops, shoes and jewelry, innovations from couture and top designers, everything was wrapped in one-way or another. which was the realm of upper and affluent tier Clothes steadily became to make the bodies of society (Hill, 2007). To overcome this barer and more revealing as the years limitation, first investigate the popular fashion progressed. The world was beginning to realize catalogs such as Sear & Roebuck, JC Penny, that sex sells. Fabrics overall were soft and Montgomery Ward, and Spiegel which provided knitted. Casual and comfortable was the phrase popular styles for wide people in affordable heard most often. In the 1970s there was a price point in the United States. Also, constant change in prints. They were bold and department stores in the 1970s such as Macy’s, large or subtle and small, ethnic or floral. Bloomingdales, and JC Penny showed in their Women were working harder in the workplace advertisements how American women accepted and therefore were making more money. Hair contemporary styles into their lifestyle. Therefore, was mostly smooth and sleek however towards investigating fashion advertising in several more the end, the style moved to a fuller look. They fashion magazines targeting a wide population had more money to spend on traveling, fashion, by department and comparing it with the and art. They learned how to manage money magazine editorials and articles would be and stay successful. I have concluded that if recommended for future research. Vogue was the only way a woman received information then she was probably well dressed but knew nothing of the issues in the world. References That may have made her well liked, but definitely not well informed. Al-Olayan, F. S., & Karande, K. (2000). A However, there are some limitations to content analysis of magazine advertisements investigate fashion in 1970 via analyzing Vogue from the United States and the Arab world. magazine. Brannon (2010) addresses that Journal of Advertising, 29(3), 69-82. fashion is a style that is popular during a certain Brannon, E. L. (2010). Fashion Forecasting. New period or a set of trends that have been York, NY: Fairchild Publications.

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