A decade ago, the fashion world was dominated by the women who’d worn their hair in ponytails and kept their faces painted pink.
Today, there’s a lot more diversity in fashion, but that’s largely due to the rise of more diverse brands and products.
Here’s a look back at the 60’s and 70s to see how they’re making their mark today.
“The 60s were a time when women really wanted to do what women wanted to be,” says Barbara Hallett, a professor of marketing at the University of Southern California’s Wharton School.
“There was a very strong emphasis on being strong, strong, tough, sexy and confident.”
That’s been reflected in the fashion trends that have influenced the fashion landscape since.
From the 1960s to the early ’70s, designers and designers from the likes of Stella McCartney, Lillian Gish, Donna Karan, Donna Cole and Joan of Arc were all in the forefront of shaping fashion.
The women who wore those clothes also created products that could be seen on a daily basis in stores like Gap and Louis Vuitton, and also helped pave the way for today’s fashion trends.
And while some of these women had a reputation for being too feminine for their time, it was also a time where they embraced fashion as a way to make a statement.
“When you look at the look of women of the 1960’s, the look that they had on was much more feminine than the look they had today,” says Diane Von Furstenberg, who is currently a senior editor at Vogue.
“That’s the beauty of that era.
The feminine look was a much bigger part of what women were wearing.”
In many ways, the 70s represented a turning point for the fashion industry.
A new generation of designers and consumers were coming of age, and many were more aware of their body and the ways in which it could affect the way they dress.
“In the early 70s, you didn’t have to look like a model to be fashionable,” says Von Fursteenberg.
“It was really about what you were wearing and what you looked like.
It was an era where people wanted to make their own sense.”
There were also new designers who were creating their own clothes and doing their own thing.
One of the more influential of these was Joan of Aran, who was a fashion designer who had her own line of underwear.
“Her influence on the fashion scene was profound,” says Halleott.
“She helped define what it meant to be an independent, independent, feminine person.”
It wasn’t just a matter of changing how women dressed.
“Women of the 70’s really wanted a certain look,” says Karen Guggenheim, author of Fashion: A New History of the Fashion Industry.
“They wanted to fit into the culture of the time and wear clothes that made them look and feel like their own.”
“A lot of women wore a lot of makeup.
They wanted to show their curves.
They were going to have to change how they looked.
So they really wanted that glamour and the sophistication of the 80s.”
It was a time of social change in the U.S. But while many women were embracing their bodies in the 60 and 70, many of them also felt pressure to fit in.
As the 1970s approached, fashion was still a very young industry and often felt like it was being pushed around by the government, which often did its best to keep women from growing as fashion stars.
“At the end of the day, you were always the star,” says Gugginheim.
“But I think that if you were a star, people were still going to want you to be the star.
It’s just the way things are now.”
Guggerheim believes that a strong female role model was key to the change in fashion that was sweeping the country.
“I think that the women of that generation really wanted their body to be represented and not just represented as a body, but their face,” she says.
“So it’s really important to have a strong woman that’s really out there doing her own thing, that’s inspiring people, and has an inspiring story.”
The 70s were also the heyday of the fashion brand.
“People were really interested in the brands and what they were doing,” says Vogue fashion editor Julie Larson.
“You had a lot to look forward to, and that was part of it.
There was a lot going on at the time.
There were all these brands, there was a big boom in the mid-60s and there was also the rise in designer labels and high-end stores.
You had all these great new things happening at the same time.”
Geggenheim points to the popularity of Donna Karas at the start of the decade as a sign that the 60-plus-