Peace, Love, and Bell Bottoms
© 2024 Lizzy Calvo
The Resurgence of Vintage Fashion and the ‘70s Aesthetic
By: Daisy Polowetzky
Fashion is a cycle that repeats itself, and in recent years, young people have circled back to a groovier, more free-spirited decade: the ‘70s. Generation Z, or Gen Z, have been ditching chain-clothing retailers such as Zara and H&M, instead opting to shop at vintage and thrift stores. It seems that younger generations are bringing the ‘70s from Studio 54, to 2024.
‘70s Fashion in focus
Despite the American people’s dissolution with the United States government due to the Watergate scandal and the Vietnam War, the ‘70s remained an influential time for fashion and culture. Style icons such as Bianca Jagger and Farrah Fawcett exemplified the playful, free-spirited energy of ‘70s fashion. While on set for “Charlie’s Angels” in 1977, Fawcett effortlessly balanced on a skateboard while sporting flared blue jeans, and a pair of red and white Nike Cortezes, for what is now considered one of Nike’s most iconic advertisements.
In terms of the characteristics of ‘70s fashion, this era stands out for its flared silhouettes, florals, and bell sleeves: think French actress Jane Birkin and singer Diana Ross. The ‘70s embraced the female form, with clothes that clung to the body, designers finally deemed women’s denim jeans worthy of the luxury label.
In 1974, Belgian Designer Diane Von Furstenberg debuted her iconic wrap dress, a symbol of the growing women’s liberation movement. Von Furstenberg gave women permission to wear bold prints and patterns, and to show a little skin. The ‘70s was a turning point for fashion, but more importantly, for women.
What accounts for the resurgence of vintage fashion and the ‘70s aesthetic today?
In 2023, shows like “Daisy Jones and & The Six,” a limited series based on Taylor Jenkins Reid’s novel about a fictional band, transported audiences back to the times of Fleetwood Mac and Cher.
Photo Credits: @daisyjonesandthesix on Instagram
The main character Daisy Jones, played by granddaughter of Elvis Prestley, Riley Keough, is seen throughout the show wearing knee-high boots, high-waisted shorts, and flowy, loose tops. Daisy’s style definitely had an impact on the revamping of ‘70s fashion, with popular clothing chain Free People launching a Daisy Jones & The Six collection.
Photo provided by @daisyjonesandthesix on Instagram
Another Daisy Jones, this time Edgar-Jones, is one celebrity who has been embodying the current 70s trend. The “Normal People” actress has been incorporating ‘70s silhouettes and styles both on and off the red carpet. At the 2023 Critics Choice Awards, Edgar-Jones made an appearance in a Gucci cut-out dress, reminiscent of Cher.
Getting the look
But, for most teenagers and young adults, the most simple way to recreate ‘70s outfits is by shopping at vintage and thrift stores, both in person and online.
Thrifting has become popularized among Gen Z because it is cheaper than buying clothes from traditional retailers. Those who purchase second hand save an average of $1,760 per year, according to Capital One Shopping Research.
Shoppers can even make a profit by reselling thrifted clothes on apps such as Depop for higher prices. In Jan. of 2021, Depop had 780,148 worldwide monthly downloads, and today Depop has about 35 million registered users. Thrifting is also more environmentally conscious, and for a generation that will be one of the ones most impacted by climate change, thrifting is a step in the right direction.
Whether it is because of the fashion, the culture, or the music, the ‘70s is certainly back according to Gen Z, and better than ever.
