1970'S

Slide No.58
The decade began with a controversy over hemlines. Designers
wanted to introduce a new longer length to mid calf. Women wanted
no part of it. Many stores which had bought the new length had financial problems.

Slide No.59
The mini held on for a few more years
but gradually lengthened. Women instead chose to wear pants.

Slide No.60
Pantsuits, wide legs with large cuffs/ bell bottoms
and hip huggers became very popular for all occasions. Pants for women
became acceptable in the work place.Car coats. Shirt styles with long pointed collars.

Slide No.61
Hot pants alone or under a midi skirt with a slit, or a longer sweater were worn
for 1970-1972. A body suit was usually worn for a top, and Opaque tights with tall boots.

Slide No.62
Maxi coats- full length to the floor were worn to keep legs warm with hot pants
or miniís. Some had zippers at various levels to change the coat length to midi or car coat length.

Slide No.63
When in doubt about hems pants with a long vest was a compromise.
Note widthof pants and cuffs. The vest of tapestry was made popular
by the best selling album of the early 70ís Carole Kingís "Tapestry".

Slide No.64
In 1972 Nixon traveled to China to open trade for the first time since the
Chinese Revolution. Chinese clothing styles in the form of the traditional QiPaoand Navy blue
Mao jackets were common. Silk garments became less expensive and more abundant in USA.

Slide No.65
The Great Gatsby a movie set in the 1920ís was a big hit. Clothing adopted a
revival of the 20ís flapper looks of the cloche hat, dropped waist dresses and bobbed hair.

Slide No.66
Bright colored gowns in splashy prints, metallic
and polyester knit were popular for formal wear. Lots of
Wavy Hair was the look due to the TV program "Charlieís Angels".

Slide No.67
In both the early and late 70ís oil embargoes were imposed
by the OPEC nations causing massive oil shortages, lines at gas
stations, rationing and a turning down of thermostats. Warmer clothing was
needed and the long-john or thermal underwear of the early 1900ís was reborn.

Slide No.68
Career dressing in the male business suit mode was decreed by John Molloy (Dress for Success).
Gloria Steinem was spokes person for the Womenís Rights Movement she led the campaign
for passage of the Equal Rights Amendment. (It didnít pass) As the baby boom of the
fifties started hitting the job market, protests arose over employment discrimination in hiring,
promotions and wages. Women also began to seek reproductive rights birth control, abortions.

Slide No.69     1970's
Knit wear dressing reminiscent of the 1930ís was the look
for the mid to latter years of the decade. A long lean look was in.

Slide No.70
Annie Hall won Best Movie Oscar in the late 1970ís .
The men's wear look of Diane Keatonís lead was widely adopted.

Slide No.71
The Peacock Revolution continues for the men for the first
few years of the decade. The brighter and more exaggerated the better.

Slide No.72
John Travolta looks from the movie Urban Cowboy.
Also 50ís revival from Grease. And the popularity
of Disco looks from Saturday Night Fever.

Slide No.73
Polyester Double Knit Leisure Suits, Flared Bottom Pants, Print shirts
with wide collars, and platform shoes often in bright colors was very hot.

Slide No.74
Wide lapels, Wide Ties were the features of the 70ís business suit.
A young upstart designer Ralph Lauren got his start with designing the
wide ties. Menís hair was at about ear length with side burns and a mustache.

Slide No.75
A corporate look in the new fabric Ultra suede designed by Halston.

Slide No.76
Leisure Sports and the marketing of goods by sports figures
took off in the 70ís the popularity of the Olympics, Wide World of Sports,
Monday Night Football and Baseball made sports figure major marketing
forces. There was also a new interest in healthier living - jogging, aerobics etc.

Slide No.77
Casual attire was largely jeans, cut-offs, t-shirts, flannel shirts.

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