The Hippy Style 

The 70s Style and Fashion is characterised by the greater desire for freedom and transgression but also for protests, generational tensions and aggressive behaviour.
The early years saw the emergence and spread of the “Hippie” movement, a continuation of the “flower power” style of the late 1960s, which will see its consecration with large rock Festivals such as Monterey and Woodstock.
We rediscover primordial values, such as love for nature and animals. These are the years of pop and rock music, of the Peace & Love motto and of the “flower children”, who grow up listening to Jimi Hendrix, Janis Joplin and reading Allen Ginsberg and Lawrence Ferlinghetti, looking at Easy Rider.


David Bowie, Masayoshi Sukita

70s Fashion and Style

Music becomes the element able to catalyse the interest of people who want to change the world.
It is a decade where drugs unfortunately become an integral part of the lifestyle among the youngest, but the psychedelic revolution will produce a musical and artistic wave of such intensity and creativity without equal.

Women become more aware and express themselves more freely in fashion and customs, also thanks to the birth of the women’s liberation movement.
These are the years of the birth of modern computers and the first electronic video games, such as the now Space Invaders, Asteroid and PacMan.

Consumerism is required to satisfy the needs induced by the pressure of advertising and by phenomena of social imitation spread among large sections of the population. Consumer Associations are born in the US and become aware of their economic position and their bargaining power, they associate to enforce their interests in front of producers, distributors, and users of private or public services.

Andy Warhol will declare that: “More than doing, it is important to communicate”.

70s Fashion and Style - David Bowie

David Bowie, Masayoshi Sukita

70s Fashion and Style

70s Style & Clothing

Seventies Fashion is characterized by colours and prints, floral patterns and geometric designs, tie dye T-shirts, Mexican blouses, crochet lace embroidered tops, ponchos, capes and military clothing.

The trousers in the 70s were high-waisted and bell-bottomed.

Short skirts were added, often in jeans, ethnic kaftans, from acid colours to psychedelic prints. Women’s shoes are mainly boots or shoes with vertiginous wedges, the “clogs” worn by feminists under wide long skirts or low-toed sandals.

Those are the years of the “bandana” in the hair and baseball cap. The bags of the 70s were mostly unisex bags that both men and women wore. The gender equality was reflected in fashion and dress. The 70s sunglasses and spectacles were large glasses with thick frames. The Ray Ban brand is successful and wearing his mirrored glasses as in US movies is a must.

Different Styles and Fashions

These years will see the emergence of many fashions, such as the Hippie style with oriental folk-exotic style dresses and Tie Dye, Afro hairstyles and the Russian Look with mid-calf coats, boots and a fur hat.
Shorts and miniskirts are accompanied by over-the-knee boots and maxi coats.

70s Fashion and Style

Swimsuits and High Shoes

The actress Farrah Fawcett launches the trend of the Swimsuit with the Neckline and High Cut on the legs, to be worn instead of the bikini.

1977 is the year that dislocates Disco Music, and with it, clothes with artificial materials, the most famous and coveted is the Jersey Wrap Dress designed, as early as 1974, by Diane von Fürstenberg to be worn both in the office day and in night clubs. And then a free lurex shirts, sequins, spandex shorts, baggy pants, maxi skirts, dresses with vertiginous slits, enveloping dresses that mark an athletic silhouette.

The shoes ranged from knee-high pvc or latex boots to mini décolleté with kitten heel, thick heels and plateaus made also in transparent plastic. It goes towards the 80’s that sees the obsession of the signature.

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