The Campaigns
This week past week I was a bit shocked to see three new campaigns from major celebrities and influencers all embodying the 1960s: Sofia Richie Grainge for Sol de Janeiro, Alex Cooper for Skims, and Claudia Sulewski promoting her new short film, Vial (which does look beautiful and I will be watching).
All of these campaigns (I’m sure to the dismay of their respective creative directors) had a similar ‘60s feel: whether it was the heavy crease-cut eyeshadow, the bouffant hair, or the space age Paco Rabanne-inspired dresses.
Does this indicate that we are in a full-blown 1960s revival? Probably not. The days when mainstream trends are pulled from a single era at a time are long gone. However, drawing comparisons to past periods is one way to find new sources of inspiration, gain a better understanding of the intention behind different collections, and understand why certain trends co-occur.
The Parallels
If I did want to justify a 1960s revival: Why now and why the ‘60s?
Feel free to skip to the trends section, but I do have some thoughts (some musings) on why this is an interesting era to focus on in fashion right now and the cultural parallels between the 2020s and the 1960s.
The '60s represented a time when women were questioning specific patriarchal expectations of themselves. With the introduction of the birth control pill in 1960 and The Feminine Mystique by Betty Friedan (1963) signifying the start of second-wave feminism, white housewives began challenging the idea that they could only find meaning in child-rearing. Similarly, in the past few years, we’ve seen a revival of women challenging certain conventional patriarchal norms (and continuing to overlook intersectionality). Up until the mid-2010s, it was generally understood that to get ahead you had to Lean In and Hillary Clinton your way through the glass ceiling. Certain masculine characteristics of women were revered, whether it was being the cool girl in your relationship or having to be a #girlboss to achieve career success — all instead of challenging the environment itself and questioning why feminine attributes are not valued.
In 2023-2024 (online at least, this hasn’t exactly translated IRL) some feminine aspects are valued. Being a girl, being a girl's girl, being Mother, being babygirl (for men), and being the people’s princess (for women) are all the best things you can be — in certain online circles. There is a heightened emphasis and appreciation for traditionally feminine attributes. Similar to the 1960s, there is a questioning and re-evaluating which aspects of the feminine experience have value.
The second parallel is both the 1960s mod look and current trends (i.e., coquette, blokette) take cues from traditionally children’s clothing. Essentially, coquette focuses on femininity and girlishness with its bows, lace, and frilly dresses. While the 1960s trends, for the most part, don’t feature these elements — they also offer reinterpretations of children’s clothing for adult women. For unpacking all of the ways coquette references childhood, I would recommend this essay, and for exploring the progression from traditionally child-like clothing to 1960s trends, I would recommend this article. Essentially, in an era where zillenials are reclaiming their childhood through incorporating child-like elements into their outfits (while actual children are queuing in Sephora for retinol), the 1960s could make sense as a new reference point post-coquette.
Funny enough, it seems as though we are having the same conversations as we were in the 60s, questioning the potential meaning and fulfillment that can be drawn from being a tradwife and the merit of choice feminism. In both cases, the childlike trends could be seen as (I’m just guessing and theorizing here) a defence against taking on the traditional roles of what is expected from a woman. I can’t be an adult or be responsible or have kids or be a housewife if I’m just a girl.
And finally: if we consider using the trend cycle as a benchmark, the twee aesthetic reached its peak towards the end of the 2000s and the beginning of the 2010s. This coincides with our current position in the newly proposed 15-year trend cycle. Characterized by coloured tights, Mary Jane flats, and pinafore dresses, the twee aesthetic draws inspiration from several prominent trends of the 1960s.
Skimming over the nuance as this is a fashion account and I know that you are here for the trends: Below, I outlined all of the current 1960s trends I am keeping an eye on, which ones are already here, and the designers and aesthetics that I drew inspiration from for this post.
The Trends
Oversized Sunglasses
After a few years of the sleek and narrow 90s sunglasses, I have been starting to see a lot of 60s and 70s-style aviators and oversized square sunglasses, like the ones pictured on Marianne Faithfull in 1967 (left). Also, a fun aside: I love Acne but who would have guessed that the viral Arcturus sunglasses were a commercial Pierre Cardin rip-off? (PC pictured right)
The 60s Lady Jacket
The jackets featured on the Celine AW24 runways (right) follow similar design conventions to the lady jackets of the early 1960s, pictured on Jackie Onassis Kennedy in 1962 and Vogue 1964. Cropped length, a high collar, and oversized buttons — usually worn in a matching set.
Hard Crease
Jean Shripton for Vogue in 1965 and Alex Cooper for Skims in 2024 both featuring the quintessential 1960s eye makeup.
Sporty Headbands
First popularised by Brigitte Bardot (left) in the ‘60s, are now featured in a number of 2023 and 2024 collections, like at Kith Women FW24 (center), and on a number of influencers like Nicola Peltz Beckham (right).
Mary Janes + Coloured Tights
Edie Sedgwick and Twiggie in coloured tights and mary janes combination (left), the tights + mary jane combinations featured all over my Pinterest and TikTok feeds the past year (right).
Space-Age Metallics
Inspired by the excitement of space exploration in the 60s, the Space Age aesthetic featured futuristic designs, including metallics and chrome. Designers like Pierre Cardin, Paco Rabanne, and Mary Quant (pictured left) were at the forefront of this movement. We also started seeing space-age metallics at Gucci SS23 (center-left), and are still seeing it for FW24 at brands like Aknvas (center-right) and Coperni (right).
The Mini Skirt
Mary Quant was the mother of the miniskirt and is credited as one of the few designers to create a new sillouhette all together. Mary Quant is pictured in her mini skirt in 1962 (left), mini skirts featured on the Gucci, MiuMiu, and Louis Vuitton SS24 runways (center left to right). Mary Quant is also credited with being an inspiration to Mariuccia Mandelli who created the hotpant in 1970 (also a trend last year / this year although we are calling it the no-pants trend).
Other trends I am currently keeping an eye on, but aren’t exactly full-blown trends just yet.
Disco ball earrings and shift dresses; most popularly photographed on Twiggy in 1966.
The bohemian revival which takes inspiration from the late 60s and early 70s. Although everyone is talking about this after Chemena Kamali’s Chloe debuted at FW2024 Paris Fashion Month. Here I am drawing a comparison to this maxi dress, oversized jewelry, and strappy sandals worn by Ali McGraw in 1970.
I am nearing my length limit here, but I am keeping track of a ton of ‘60s inspiration over on my Pinterest as well.
And that is all for now! I hope you enjoyed this edition of the Style Analytics newsletter.
With love,
Molly