The Natural Look: American Style in the 1970s

Author: Welters, Linda1

Source: Fashion Theory: The Journal of Dress, Body & Culture, Volume 12, Number 4, December 2008 , pp. 489-510(22)

Publisher: Berg Publishers

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Abstract:

The natural look was a trend of the 1970s that emphasized a natural appearance in hair, clothing, makeup, and accessories. The natural look arose from antagonisms in several oppositional cultures at different times, each involving a rejection of mainstream fashion. The natural look is divided into six categories: Natural Body, Natural Hair and Cosmetics, Natural Materials, Handcrafted Clothing and Accessories, and “Nature” Sells Fashion. This article examines the sites of opposition that led to the natural look, the manifestation of “natural” in fashion, and its lasting effect on fashion and appearance into the twenty-first century.

Keywords: back-to-the-earth movement; beat generation; hippies; oppositional cultures; natural look

Document Type: Research article

DOI: 10.2752/175174108X346959

Affiliations: 1: Email: LWELTERS@uri.edu

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