“The fashion & lifestyle trend Modern Seventies was first forecasted by Trendstop in early 2013 for Fall/Winter 15-16. Forward fast fashion and luxury fashion brands are starting to work with this trend for Spring/Summer 2015, and it will continue into mainstream fashion through 2015 and into Spring/Summer 2016.” – Trendstop
Earlier today, after a dash through the London rain to grab a Starbucks, I thankfully made it in time for the Trendstop webinar.
I sat, listening intently to the Modern Seventies webinar held by Trendstop, where they divulged into an intensive look into the fashion trend which began creeping into this fall’s collection around two years ago. Womenswear, menswear, kidswear and lifestyle products and interiors have also become a large part of this trend overhaul and it has become one of the biggest and possibly longest standing, remerging trends of recent years.
Since the seventies, it has remerged where it is now bigger and stronger due to the experimentation of fabrics, colour, pattern and fabric manipulations, an area in which I am somewhat drawn to.
Research seventies fashion, and what you will discover, are the reasonings for the emergence of one of the strongest times in fashion. In the same way that there were a time when women were liberated from the corset, the seventies marked the stylistic development from a hippie-filled sixties. Denim became an everyday staple, disco-fever were at a high, Annie Hall were to mark a generation with the androgynous style that certainly caught on and everyone were yearning to be a part of the Studio 54 crowd. Vivienne Westwood were still in the early but prominent stages of a brand and life that would become one of the most notable in recent fashion history.
Now, there has been a shift with the seventies. As we yearn to revert back to a time that was somewhat simpler, it is not just our clothing taking a nostalgic turn. The Breakfast Club, Lucky 7, All Star Lanes, Urban Outfitters, and a plethora of vintage stores, are just an insight into the ways our eateries and shops are holding onto the past. And for good reason. Similarly, core brands like Orla Kiely have remained, for some time, a blast from the past. Sitting down with a hardback book or with my laptop and classic movie as I often sit in my favourite east-London eatery, complete with peeling patterned wallpaper, mason jars filled with wild flowers, oddly coloured pvc-covered, wooden framed chairs and the cabinets and glasswares my grandparents still have in their homes, it is easy to see how the trend is catching on.
The way in which Fall ’15 fashion has taken seventies in a modern direction, is far more than the date on the calendar. Clean lines, a play on texture and fabrics and the blend of retro colours, have been combined together to create a look which looks modern, whilst remaining a testament to a loved era. What has remained most striking of the catwalk’s take on the seventies, is each designers alteration. Many designers have been seen to place leathers and contrasting fabrics over more traditionally and aesthetically seventies styles, whilst others, most obviously like Derek Lam, Proenza Schouler and Stella McCartney, who have played on proportions, twists, cuts, folds, layers and minute details, McCartney specifically, that have created more interesting shapings and fabric/outfit concepts.
Derek Lam’s neoprene-esque fabrics, sculpted to the seventies with brighter colours in a similar way to Prada. Christian Dior gave us bright prints and skinny pants whilst fringing, suede and layering were the highlights of Burberry Prorsum. Oversized knits, the tight cable-knit jumpers at Calvin Klein and vests of Bottega Veneta are a more typical look of the seventies whilst the Chanel show, with Karl Lagerfeld’s clear vision, Brasserie-take and own individuality, had elements of seventies layering, outerwear and fabrics; though quite rightly Tim Blanks of style.com described the collection as being of “bourgeois dress codes [which] stabilized a collection that spiraled in a dozen directions.” Be it, this seventies look appears in collections as by the eye of the beholder.
One way in which we’ve seen the seventies on our high street, quite literally, is in our store windows. A short post I wrote on Oxford Street’s Zara store, highlights the way in which visual merchandising is keeping the seventies at the forefront of high street shopping. It is no news that what becomes of the catwalks trickles down into our high street favourites, but it has been the seventies look which has done it most prominently. Often it is very small elements or prints which make it to the final cut, but now on the hughstreet, we are seeing the catwalk’s colour-ways, prints, mixtures of seventies classics with modern twists and core pieces, such as the flared jean and cable-knit.
It has been proven that despite the bold seventies look, the modern take is somewhat more refined. Fashion, interiors (check any recent Buzzfeed interiors post) and lifestyle habits of some of the worlds major cities, are having a retro turnaround. It is partly the aesthetics of the era, part reversion to a simpler mode of living and possibly in part, a trend we have all fallen into.