dictating mass fashion trends ensured that Paris retained its fashion leadership
position. Another aspect of fashion affected by mass production was boutique
fashion retail, which became less favoured than departmental store fashion
retail.
The interaction of fashion and music was an additional prevalent feature
throughout the 1970s. Musicians replaced the Hollywood stars of the previ-
ous decade as fashion symbols. Rock bands such as the Rolling Stones and
stars like Mick Jagger became fashion icons. They injected a nonconformist
mood into society through their jet-set lifestyles. This attitude was aptly trans-
lated in fashion through the casual and individual look that was prevalent
throughout this decade.
This music cultural influence on fashion was heightened by other changes
in society. Significant among these is the disappearance of the social class
system, which predominated fashion in the previous periods. The seventies
also boosted the wealth accumulation of the former middle class and
enhanced fashion independence, personal tastes and styles. Other factors such
as the increase in international travel and cultural exchanges also became a
source of inspiration for expressing fashion taste and style.
The 1970s also marked the beginning of the gradual disappearance of
haute couture. Women became less interested in fashion fittings and consul-
tations because fashion had become accessible and was being adopted as a
lifestyle. The state of 1970s fashion also contributed to the success of Ralph
Lauren and Calvin Klein who launched their businesses in 1967 and 1968
respectively but gained prominence in the 1970s. Their major consumers,
who were Americans, demanded simplicity in fashion designs, and this incli-
nation towards simplicity in fashion also spread to other cities including Paris
and London. French designers like Yves Saint Laurent, who was known to
express anti-status in his designs, embraced the American understated fashion
style. He also adopted denim material, breaking from the convention of using
expensive and luxurious material for luxury goods. This cemented the way
for the current use of denim by other brands like Christian Dior and Louis
Vuitton. British brand Mulberry, which was established in 1971, also became
immediately successful as a result of its simple and contemporary style
favoured by the fashion society of the seventies.The eighties
The casual fashion attitude of the seventies created a backdrop for a mature
modern fashion environment and numerous fashion evolutions in the 1980s.
Several successful fashion designers like the Americans Donna Karan and
Tommy Hilfiger and the Japanese Yoji Yamamoto, Issey Miyake and Kenzo
Takada gained global prominence during this decade. At the same time, the
casual style of Ralph Lauren became widely appealing in America. The rest32
luxury fashion branding