Styles & traditions of the seventies

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The 1970s is a significant year for America. Political, social, and economic changes in the 1970s influenced the way how people dressed and acted during this decade. America also faced a global recession fueled by an energy crisis, rising unemployment rates, and a massive "coming out" of the gay and feminist movements. Conventions were challenged and norms were questioned. Tom Wolfe aptly named the 1970s the "Me" decade and all the different "Mes" wanted to get ahead.

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1. Disco

   • The discotheque was originally a venue where gay men could freely express themselves without the prying eyes of society. In the 1970s, the disco culture became open to everyone, without prejudice to one's sexuality. John Travolta, in his iconic white polyester leisure suit and gelled hair, which he donned for the 1977 movie "Saturday Night Fever," inspired a new change in men's fashion. College boys started sporting skintight pants, ripped shirts, platform shoes, and moussed or gelled hair.

   Glam Rock

   • Glam rockers took the music and fashion worlds by storm in their skintight suits, psychedelic accessories, and outrageous makeup. The most popular glam rocker was David Bowie, also called Ziggy Stardust, and known for his sparkling catsuits and hot red rooster hair. Other glam icons of the era were Elton John, who turned oversize glittering eyeglasses into a fad, and Nona Hendryx, who was famous for her slinky space suits with lots of padding and quilting. They were idolized and imitated by young adults who wanted to be part of the anti-establishment.

   Punk

   • As David Bowie was creating Ziggy Stardust, British designers Vivienne Westwood and Malcolm McLaren were profiting from another counter-culture style created by Richard Hell. Punk was a trademark of the band Sex Pistols. Vocalist Johnny Lyndon, also known as Johnny Rotten, sported the short, spiky hairstyle typical of punk fashion. Classic punk clothing included metal-studded leather, slashed clothing fixed with oversize safety pins, lavatory chains, and asymmetrically cut, unnaturally colored hair, among many others.

   Workout Wear

   • People became very health-conscious during the "Me" decade. Diet and exercise became very important parts of the American lifestyle, prompting food corporations to create low-fat versions of their products and magazines to publish health-related editions. Sportswear, notably the striped warmup suit and a coordinated headband, became very fashionable for daytime wear and nighttime partying. This was accompanied by a wave of athletic shoes making their definitive mark with their logos, led by the Nike swoosh, Converse star, and Adidas triple stripe.

   Denim

   • Levi Strauss was an important figure in making denim extremely popular. Its 1973 denim art contest had more than 2,000 entries from 49 states of the U.S. and other countries. Men and women wore bell-bottomed jeans customized with studs, rhinestones, and iron-on transfers. Even faded denim, which signified wear and tear due to hard work, became a trend. Eventually, individualized jeans were replaced by simple, straight-legged jeans by designers such as Calvin Klein and Gloria Vanderbilt.

Source: www.ehow.com

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