The fabulous 70s
The seventies was a decade marked by the social upheavals at that time. Those years were engraved in our minds by student revolutions and the fight for individual liberties. All of the voices that were raised together in a struggle seeking recognition of their rights had a huge impact on the aesthetics that were characteristic of that era.
It can easily be said that music was a leitmotiv in that decade, when a plethora of bands appeared of many different styles that went on to become not just musical reference points, but also stylistic ones too for the thousands of fans that travelled from far and wide to come to their concerts. The 70’s was one of the most prolific decades in terms of style and one in which rock stars started to really work on the details in their styling. During this period the top musicians took great care about all of the little details that made up their style, alongside living for their music. The haircuts and hairdos were the driving force behind their rhythm and the styles lived out in the nights at the Studio 54 back then. Now more than ever, the seventies are coming back into fashion, supported by the world of hairdressing.
In the seventies many of the most repeated trends also came together, emulated and copied from the past; at that time the same girl could include boho, country and disco elements in any of her looks without batting an eyelid. It was certainly a very rich decade as far as fashion was concerned; a cultural boom that defined what came after it.
How fortunate were those people who could live in that decade, when technology had no social relevance and music was what reined over society! Nowadays we are living in an era that, just like the seventies, values diversity and individuality, not wanting uniformity in any way, shape or form, but rather enjoying a huge range of musical styles and fashion choices.
The seventies has surely been the most reinvented decade of all time and, at the same time, the most ridiculed for the extravagance and for not caring one jot about what people would say; there is a huge parallel to be seen with our current age. Seventies-inspired fashion reflects the world we live in today, which tries to break down the established rules, revamping trends and adapting them to the various ways of living life.
We are now seeing a great celebration of the achievements from that time and a new generation that once again is rejecting the established rules. This collection seeks to commemorate the fabulous 70s and celebrate the triumph of individual rights.
Mood Disco Glam
Lori Maddox (Elena)
Volume came and went in the seventies, but when they wanted to make it the main feature they pulled out all the stops. Our icon, Lori Maddox showed off some rebellious natural curls that were a sign of her identity and disco spirit. Long curly manes are the undisputed stars of the seventies looks. With this look we wanted to rediscover curls, once again giving into their generosity and sensuality.
This look is a tribute to curly hair, which for a long time has been stigmatised as a defect that needs to be controlled. Lori Maddox’s sensuality, the youngest groupie ever in the history of rock, makes its presence known through her strong and voluminous curls. We tried to maintain all the different aspects, by pairing the curls with a soft discrete colour, in copper tones, to bring out the characteristic wave-like form of the curls being modelled here. Here we put aside the Babyliss and those controlled curls to bring back the freedom and naturalness of these.
Patti Smith (Veronika)
We present our most daring idea here, inspired by our muse, Patti Smith, who is still an icon today, at the zenith of the wildness in those years. This has always been one of the most desired looks by the more daring among us. We wanted here to cling to its essence but at the same time present an updated way of putting it together. While working with the textures in this look, which were not present at that time, we have given it flexibility in its movement. Without a shadow of a doubt, this cut will take the place of many short cuts.
As far as colour is concerned, we have chosen neutral tones with a slight graduation towards lighter and colder tones on the sides. Colour is used in this cut to reinforce the idiosyncratic strength that mullets have.