page_title: 1970s in fashion
section_title: Makeup and cosmetics
hierarchical_section_title: 1970s in fashion / Makeup and cosmetics
caption_attribution_description: English: Camille Keaton in 1972 trailer for Tragic Ceremony
context_page_description: Fashion in the 1970s was about individuality. In the early 1970s, Vogue proclaimed "There are no rules in the fashion game now" due to overproduction flooding the market with cheap synthetic clothing. Common items included mini skirts, bell-bottoms popularized by hippies, vintage clothing from the 1950s and earlier, and the androgynous glam rock and disco styles that introduced platform shoes, bright colors, glitter, and satin.
  New technologies brought advances in production through mass production, higher efficiency, generating higher standards and uniformity. Generally the most famous silhouette of the mid and late 1970s for both genders was that of tight on top and loose on bottom. The 1970s also saw the birth of the indifferent, anti-conformist casual chic approach to fashion, which consisted of sweaters, T-shirts, jeans and sneakers. The French designer, Yves Saint Laurent and the American designer Halston both observed and embraced the changes that were happening in the society, especially the huge growth of women's rights and the youth counterculture. They successfully adapted their design aesthetics to accommodate the changes that the market was aiming for.
context_section_description: Cosmetics in the 1970s reflected the contradictory roles ascribed for the modern woman. For the first time since 1900, make-up was chosen situationally, rather than in response to monolithic trends. The era's two primary visions were the daytime "natural look" presented by American designers and Cosmopolitan magazine, and the evening aesthetic of sexualized glamour presented by European designers and fashion photographers. In the periphery, punk and glam were also influential.  The struggling cosmetics industry attempted to make a comeback, using new marketing and manufacturing practices.
caption: Actress Camille Keaton in 1972. Throughout most of the decade, women preferred light, natural-looking make-up for the daytime.
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