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Disco Fever

The rebelliousness of the 1960s developed into a new awareness in the 1970s. A myriad of influences inspired fashion early in the decade, from a fascination in peasant dress to an appreciation for the environment, and a wish for a caring natural look.

The desire for a "natural look" affected lingerie trends as topless sunbathing became vogue in Europe and "braless ness" in general threatened the industry. The 'no bra bra' was launched in response to the fact that the bra was still seen as a symbol of female repression.

In the US, some women picketed the lingerie store Frederick's of Hollywood, whose founder responded by making a statement that '"the law of gravity will win out". It was an outstanding publicity coup and bra sales soared.

The lingerie industry was fast to adopt the fabric developments and technical innovations seen in the 1970s. As the disco dance and fitness craze took over, dancewear such as leotards and tights crossed over into outerwear.

By the end of the decade, cleavage was making a return and slinky Janet Reger smalls and the Wonderbra took over the heat-moulded bra. The new-formed bras gave a seam-free flawlessly fitting shape, which removed any the visible lines under the tight fitting clothes of the time.

It was the revival that the lingerie industry desperately needed.

Pre Twentieth Century

The 1900's

A New Era and a New Look

The Roaring Twenties

The Depression & Hollywood Glamour

The Age of Austerity

Rock and Roll

The Age of Aquarius

Disco Fever

Power Dressing & Designer Labels

"Hello Boys"

A New Century