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The "Contromoda" of the '70 & '80


The Amaranth stands out to my eye, from the Greek “that which does not wither" ... it is just like that (!), it is the symbol of amazement, of a freedom never seen or heard, but which has always been coveted: we are over the 70s in which flowery dresses, ethnic prints and the brightest colors are all the rage! The woman becomes aware of being attracted to something beyond herself, which she will never reach, but which animates her. She begins to "give herself the you", to get into confidence with her body, to get out of the prison of male narcissism who only wants to "take her" and not "understand her" ... And here appear the first splits, the very high wedges and the animalier: there is desire to amaze, and to be amazed ...The sexual revolution leads to create musical hits such as "Hot Pants" by James Brown in 1971 ... sex and drugs became an integral part of the lifestyle among the youngest... But the affirmation of the civil rights of women, thanks to feminist movements, rekindles hope for a better world. Even Italian TV is confirmed as a means capable of bringing fashion and trends into the homes of anyone (or almost...): Corrado and Raffaella Carrà continue to make Rai history with their "Canzonissima" and, with their way of doing show and their style, they are able of engaging the audience to the point of imitation. Same role a few years later will be the singer Madonna who, even bigger, will be able to become the source of inspiration for every girl looking for effect looks, able to make their mark (today these characters would have been perfect ... influencers!).

In the following 1980s consumerism spreads. These are the years of competition, hedonism, and desire to show oneself at all costs, even running the risk of being "ugly": for better or worse, so long as you talk about it! The woman now is in  career, is efficient, is treated in detail. Aiming for the highest institutional positions, she breaks into those roles that before then were purely male.The "new woman" is protected by her armor of clothing, make-up and wig and moves stiff: the so dear "natural" of the hippy culture of the 60s/70s has definitely gone out of fashion. How many of you remember the fateful shoulder pads?! A must of the time, back in fashion even lately ... they certainly contribute to conferring that "quid" that emanates authority (not necessarily enforcement!) to the wearer, giving the whole figure even more character!

The animalier is reinterpreted in a more rock style: the first silk shirts and caftans were born, absolutely animalier!

In the meantime, anyway, young people do their utmost try hard to show the world the hardships of their years: Punk was born in London. Teenagers love to wear deliberately "ruined, wrinkled" clothes, reminiscent of workmen’s work clothes. Mentally and visually, they choose to take the side of the bourgeoisie. Among the New Yorkers was born what commonly will be called "street style". In short, their fashion does not hide the intertwining of evil and good of existence from us, rather it immerses us in the contradictions of the human condition, preserves the desire, amaranth-colored (!!), which animates it...


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