FASHION MAGAZINES - 1970s

During the 1970s, Prêt-à-porter labels gained immense popularity. Influenced by the economic difficulties of the decade, including the energy crisis, global recession, high unemployment rates, and inflation, people sought more practical and everyday clothing options, leading to a general shift towards casual attire.

Fashion trends of the 1970s include pants in all styles and shapes, ranging from daringly short hot pants to wide-flared bell bottoms, separates and coordinates, knitwear, jersey fabrics, denim, and sportswear. Opulent furs set a contrast to all of this understatement. Towards the end of the decade, the fashion scene witnessed the contrasting styles of punk dressing, reflecting the youth's resignation with a "no future" attitude, and flashy disco dressing embraced by hedonistic partygoers. In contrast to the strongly fitted styles of the first half of the decade, the second half of the 1970s was marked by a shift toward looser silhouettes and anticipated the power dressing of the 1980s with the emergence of shoulder pads. In terms of beauty, women embraced a natural look with a fit and healthy body, along with a sun-kissed complexion and long, flowing hair.

Pat Cleveland, Bianca Jagger, Jerry Hall, and Grace Jones were influential figures in the fashion scene, contributing to the era's trends and aesthetics. Major designers of the 1970s who left a lasting impact on the history of fashion include Karl Lagerfeld, Yves Saint Laurent, Diane von Fürstenberg, and Halston. The 1970s also saw the foundation of fashion empires by designers such as Kenzo Takada, Issey Miyake, Rei Kawakubo, and Yohji Yamamoto from Japan, Roberto Cavalli,
Giorgio Armani, and Gianni Versace from Italy, as well as Ralph Lauren and Calvin Klein from the United States. French Claude Montana, Thierry Mugler and Jean Paul Gaultier also took their first steps in fashion. Vivienne Westwood pioneered punk fashion, while Sonia Rykiel made significant contributions with her distinctive knitwear styles.

Fashion Timeline 1970-1979

1970

Yves Saint Laurent's newest take on transparency is a risque dress with a large chantilly lace insert at the back, right down to the cleavage of the bottom, famously photographed by Jeanloup Sieff. Kenzo Takada shows his debut collection and opens his boutique "JAP" in Paris. Jean Dessès and Nina Ricci pass away.

1971

Yves Saint Laurent causes a scandal when he decides to pose naked for the promotional photo of his new fragrance "Pour Homme", taken by Jeanloup Sieff. His "Libération" or "Quarante" collection, which is inspired by 1940s wartime fashion and includes short dresses and platform shoes, causes an outrage as the "ugliest collection of Paris" but proves to be directional for 1970s fashion. André Courrèges launches the young "Hyperbole" line. Vivienne Westwood and Malcolm McLaren open their King's Road boutique "Let It Rock," later renamed "Too Fast To Live, Too Young To Die" (1973), "SEX" (1974), "Seditionaries" (1976), and "World's End" (1980). Gabrielle "Coco" Chanel dies. Jean Cazaubon and Yvonne Dudel take over as head designers of the haute couture collections. Maggy Rouff and Georges Lepape pass away.

1972

Barbara Hulanicki opens the seven-story "Big Biba" in London - a financial strain that will lead to the label's demise. Cristóbal Balenciaga, Norman Norell, and Emilio Schuberth pass away.

1973

Following the foundation of the Miyake Design Studio in Tokyo in 1970 and the New York debut collection in 1971, Issey Miyake sets up his business in Paris. Rei Kawakubo establishes Comme des Garçons as a company after launching the label in 1969. Thierry Mugler presents his inaugural collection "Café de Paris". Manolo Blahnik opens his London boutique. Elsa Schiaparelli passes away.

1974

Diane von Fürstenberg introduces her iconic jersey wrap dress that becomes a staple in every woman's closet. Soon after the launch, 25,000 dresses are sold per week. Karl Lagerfeld launches his first own label "Karl Lagerfeld Impression". Edward Molyneux passes away.

1975

Giorgio Armani founds his eponymous label and launches his first collection. In the following decades, he will build a billion-dollar fashion and lifestyle brand. Madeleine Vionnet, pioneer of the bias cut, passes away.

1976

Yves Saint Laurent presents his iconic "Opéras - Ballets russes" collection, reviving opulence and glamour in a decade marked by economic decline and equally understated casual attire. Claude Montana launches his debut collection. Margaretha and Wolfgang Ley set up their label Escada.

1977

Yves Saint Laurent launches his new women's fragrance "Opium". The name causes a scandal, but the fragrance is an instant success. Karl Lagerfeld presents his first ready-to-wear collection for Fendi. His partner Jacques de Bascher produces the promotional video "Histoire d'Eau" with model Suzie Dyson. The iconic nightblub Studio 54 opens its doors and will play a significant role in the fusion of fashion, music, and pop culture. Yohji Yamamoto presents his first collection in Tokyo. Anna Molinari founds Blumarine. Angelo Tarlazzi launches his eponymous label.

1978

Chanel launches its prêt-à-porter line "Chanel Créations" designed by Philippe Guibourgé. Claude Montana causes a scandal with his outrageous metal-adorned leather designs. Miuccia Prada inherits the family business that she will develop into a billion-dollar fashion brand. After designing for Callaghan, Genny and Complice, Gianni Versace launches his eponymous label. Gianfranco Ferré shows his first collection.

1979

Yves Saint Laurent presents his Picasso-inspired collection. Miuccia Prada launches the first bags and backpacks made of waterproof "Pocone" nylon. Helmut Lang opens his first boutique "Bou Bou Lang" in Vienna. The first issue of Vogue Germany is published.