FASHION MAGAZINES - 1970s

The 1970s: Casual Revolution, Punk Rebellion, and Disco Glam

The 1970s ushered in a transformative era in fashion, with prêt-à-porter labels gaining unprecedented popularity. Economic challenges, such as the energy crisis, global recession, high unemployment, and inflation, influenced a shift toward more practical, accessible, and everyday clothing options. This shift marked the widespread adoption of casual attire as a dominant trend.

Fashion in the 1970s was characterized by versatility and diversity. Pants became a staple, appearing in various styles and lengths, from daring hot pants to wide-flared bell bottoms. Separates, coordinates, knitwear, jersey fabrics, denim, and sportswear epitomized the decade's practical sensibilities. Amidst this casual revolution, dazzling evening wear and opulent fur pieces provided a stark contrast, embodying luxury and glamour.

By the late 1970s, fashion splintered into contrasting aesthetics. The punk movement, led by disenfranchised youth, embraced rebellious, deconstructed looks that reflected a "no future" ethos. In stark contrast, the disco craze celebrated flamboyant, glittery, and hedonistic styles worn by partygoers on the dance floor. While the first half of the decade was dominated by form-fitting designs, the latter half saw looser silhouettes come into vogue, paving the way for the bold, structured power dressing of the 1980s, marked by the rise of shoulder pads.

Beauty trends of the 1970s emphasized natural looks, with women favoring fit and healthy bodies, sun-kissed complexions, and long, flowing hair. Iconic figures like Pat Cleveland, Bianca Jagger, Jerry Hall, and Grace Jones significantly influenced the fashion scene with their distinctive styles.

The 1970s also saw the rise of influential designers who shaped the industry for decades to come. Established icons like Karl Lagerfeld, Yves Saint Laurent, Diane von Fürstenberg, and Halston left indelible marks, while new fashion empires emerged. Designers from Japan, such as Kenzo Takada, Issey Miyake, Rei Kawakubo, and Yohji Yamamoto, made groundbreaking contributions to global fashion. Italy brought forth luminaries like Roberto Cavalli, Giorgio Armani, and Gianni Versace, while American designers Ralph Lauren and Calvin Klein solidified their legacies. French designers Claude Montana, Thierry Mugler, and Jean Paul Gaultier made their first impactful moves in the industry, with Vivienne Westwood pioneering punk fashion and Sonia Rykiel revolutionizing knitwear with her chic, relaxed styles.

Dive Into the Fashion Milestones of the 1970s and Discover How Each Year Shaped the Couture World. Click to Explore!

The 1970s Fashion Chronicles: Discover the Year's Major Trends and Designers

1970

Yves Saint Laurent's daring take on transparency continued with a provocative dress featuring a large chantilly lace insert at the back, revealing the cleavage down to the bottom. The dress, photographed by Jeanloup Sieff, captured the audacious and sensual direction of the designer’s work during this period. Kenzo Takada presented his debut collection and opened his first boutique, "JAP," in Paris. Takada’s eclectic and vibrant designs, influenced by his Japanese heritage, began to make a significant impact on the fashion scene. The fashion world also mourned the loss of two influential couturiers: Jean Dessès and Nina Ricci, both of whom passed away in 1970, leaving behind legacies of elegance and sophistication in their respective designs.

1971

Yves Saint Laurent caused a scandal when he posed naked for the promotional photo of his new fragrance "Pour Homme," captured by Jeanloup Sieff. The bold image was emblematic of the designer's willingness to push boundaries. Saint Laurent’s "Libération" or "Quarante" collection, inspired by 1940s wartime fashion, further stoked controversy with its short dresses, platform shoes, and a rebellious spirit that was dubbed the "ugliest collection of Paris." Despite the backlash, the collection proved to be a harbinger for the fashion trends of the 1970s. Meanwhile, André Courrèges introduced his youthful "Hyperbole" line, continuing his futuristic vision for the modern woman. In London, Vivienne Westwood and Malcolm McLaren opened their Kings Road boutique "Let It Rock," which would later become known by several other names, including "Too Fast To Live, Too Young To Die" (1973), "SEX" (1974), "Seditionaries" (1976), and eventually "World’s End" (1980). This marked the beginning of Westwood’s iconic influence on punk fashion. The year also saw the passing of Gabrielle "Coco" Chanel, the legendary designer who transformed the fashion world. Following her death, Jean Cazaubon and Yvonne Dudel took over as head designers for her haute couture collections. Fashion lost other luminaries too, with the passing of Maggy Rouff and illustrator Georges Lepape.

1972

In 1972, a major retail experiment and the passing of several fashion icons marked the year. Barbara Hulanicki opened the seven-story "Big Biba" in London, a lavish department store that became an instant hit. However, the grandeur and scale of the project put a significant financial strain on the business, and it would later contribute to the label's eventual demise. Meanwhile, the fashion world mourned the loss of several influential figures. Cristóbal Balenciaga, whose impeccable craftsmanship defined haute couture, passed away. Norman Norell, an American designer known for his refined, elegant designs, also died this year, as did Emilio Schuberth, another prominent name in 20th-century couture.

1973

Issey Miyake, who had already founded the Miyake Design Studio in Tokyo in 1970 and debuted his collection in New York the year prior, expanded his reach by setting up his business in Paris in 1973. This marked a significant step in his global influence. Similarly, Rei Kawakubo formalized her brand, Comme des Garçons, after having launched the label in 1969. Her vision would soon revolutionize fashion with its avant-garde designs. Thierry Mugler presented his inaugural collection, "Café de Paris," while the legendary shoemaker Manolo Blahnik opened his boutique in London. The year was also marked by the passing of Elsa Schiaparelli, the influential Italian designer known for her surrealist creations and bold designs that challenged fashion norms.

1974

The year saw a major innovation in women's fashion with Diane von Fürstenberg’s introduction of the now-iconic jersey wrap dress. This timeless design quickly became a staple in every woman's closet, selling an impressive 25,000 dresses per week shortly after its launch, cementing its place in fashion history. Karl Lagerfeld also made a significant move in 1974 by launching his first personal label, "Karl Lagerfeld Impression," marking the beginning of his successful solo career. The year was also marked by the passing of Edward Molyneux, a British-born French designer known for his elegant and innovative creations, who had made a lasting impact on fashion in the early 20th century.

1975

Giorgio Armani founded his eponymous label and launched his first collection, setting the stage for what would become a billion-dollar fashion and lifestyle empire. Armani’s clean, sophisticated style would go on to redefine modern luxury. The year also saw the passing of Madeleine Vionnet, the French fashion designer celebrated for pioneering the bias cut, a technique that allowed fabric to drape and move beautifully.

1976

In 1976, Yves Saint Laurent presented his iconic "Opéras - Ballets russes" collection, reviving the opulence and glamour of earlier eras in a time dominated by economic decline and more practical everyday fashion. This extravagant collection brought bold, luxurious designs back to the forefront of haute couture, offering a stark contrast to the predominantly casual styles of the decade. Claude Montana launched his debut collection, introducing a sharp, sculptural aesthetic that would become his signature. Known for his strong use of color and bold silhouettes, Montana made an immediate impact on the fashion scene. Also in 1976, Margaretha and Wolfgang Ley founded Escada, a brand that would become synonymous with luxurious, high-end womenswear, offering chic, tailored pieces that appealed to affluent, fashion-forward women.

1977

In 1977, Yves Saint Laurent caused a stir with the launch of his new women’s fragrance, "Opium". The provocative name sparked controversy, but the perfume became an instant success, cementing Saint Laurent’s reputation as a fashion maverick who embraced both luxury and bold, unashamed statements. Karl Lagerfeld made his mark by presenting his first ready-to-wear collection for Fendi. His partner Jacques de Bascher produced the promotional video "Histoire d'Eau," which featured model Suzie Dyson and showcased Lagerfeld’s vision for the brand. The Studio 54 nightclub opened its doors in 1977, becoming a cultural phenomenon in merging fashion, music, and pop culture, with famous faces and trendsetters flocking to its exclusive parties. Yohji Yamamoto made his debut in Tokyo with his first collection, marking the start of what would be a groundbreaking career in fashion. Meanwhile, Anna Molinari founded Blumarine, bringing a romantic, feminine touch to the fashion world. Angelo Tarlazzi also launched his eponymous label, known for its modern yet elegant designs.

1978

In 1978, Chanel made a significant move into the ready-to-wear market with the launch of its line "Chanel Créations", designed by Philippe Guibourgé. This expansion signaled a shift in the fashion industry, as the iconic house blended its high couture legacy with more accessible designs. Claude Montana caused a stir with his bold, metal-adorned leather designs, which provoked both admiration and controversy. In 1978, Miuccia Prada inherited the family business, Prada, and began developing it into the global luxury powerhouse it would become. Her creative vision and innovative designs would eventually lead Prada to become a billion-dollar brand. After designing for Callaghan, Genny, and Complice, Gianni Versace launched his own eponymous label, bringing his distinctive, glamorous style to the forefront of fashion. His provocative, bold designs quickly gained attention and established him as one of the most influential designers of the 1980s. Meanwhile, Gianfranco Ferré presented his first collection, marking the beginning of a career that would see him become one of Italy’s most respected designers, known for his sophisticated and luxurious approach to fashion.

1979

In 1979, Yves Saint Laurent captivated the fashion world with his Picasso-inspired collection, showcasing bold, graphic designs that paid tribute to the legendary painter. The collection drew parallels between art and fashion, reinforcing Saint Laurent's reputation as a master of both. Miuccia Prada made a groundbreaking move by launching the first Pocone nylon bags and backpacks, made of durable, waterproof material. This innovation would mark the beginning of Prada's iconic line of functional yet stylish accessories. Helmut Lang opened his first boutique, "Bou Bou Lang", in Vienna. His clean lines and urban approach to fashion would soon make him an internationally recognized designer. In the same year, Vogue Germany made its debut with its first issue, marking the expansion of the fashion powerhouse into new territories and offering a glimpse into the German fashion scene.