1964 - From Sweet Beginnings the Revolution Begins
This blog is part of a series where we look at the styles of the 1960s: A decade of change. As we analyze this transition we can see the 1960s started as a continuation of family values and fashion styles of the 50s. But that changed….
The Beatles arrived in America on February 7th, 1964 with sweet songs like “She Loves You” and “All My Loving”. What we all know is that Beatlemania was born but what some don't know, was that the news articles of the time panned The Beatles. Critics were saying their shows and music were a catastrophe. Distasteful and all round disaster. This is laughable now but at the time the critics were dead serious thinking this was all a fad.
But what the world did not know then was that this was quickly becoming the youth culture and The Beatles were not going anywhere. Fashion was also changing. The formality of dressing was changing as I talked about in my last blog. The early 60s had significant political and cultural change to which fashion responded.
The bloom of youthful exuberance exemplified by US President Kennedy diminished along with his death. And being in Canada was no different. The feeling that things were going awry was looming and so the youth responded. The youth responded with music and fashion.
Gloves were still worn by some but it was a trend that was losing popularity. It’s funny, but I like to watch episodes of Bewitched now and again. It was one of my favourites as a child as I just loved Samantha’s clothes, I still do! The show first aired on September 17th, 1964. In many episodes Samantha wore gloves when she went out wearing her shift dress and matching coat. But, in the first episode, Samantha wore a matching skirt and blazer but had her gloves in her hands. Before 1964 those gloves were always on. Having said this, there were many people who did not wear gloves routinely but for the most part it seems that gloves were becoming more of an accessory to an outfit rather than a social protocol.
Also, the ‘New Look’ of the 1950s was being replaced by the more sleek line of clothing continuing with the Jackie Kennedy look. Crolines were for special occasions not routinely worn.
I hadn’t mentioned girdles in previous blogs. But girdles played a significant role in a woman’s attire in the 1950s and early 60s. However by 1964, young girls rejected their mother's girdles for comfort and ease. Shift dresses were also becoming popular for similar reasons. Hemlines were starting to go up to the knee and just above.
Jeans were becoming a thing too amongst the youth. I’ve seen ads from 1964 for jeans directed towards younger audiences by Levis Strauss. Fashion was becoming comfortable and less formal but not less fun as fabrics were becoming more colourful.
As we know things don’t change overnight. Many people still were wearing clothes from the 50s but we can see the change setting in as the youth culture began to take hold. The stiff, family values of days gone by were not cutting it for the youth. They were uncomfortable with that “Father Knows Best” routine and ready to challenge the world. The music of the Beatles that was so frowned upon by critics and parents alike was identifiable for the youth. It meant something and it was here to stay. And just as Britain had brought The Beatles, it seems the world was looking to them to see what else they had to offer.
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