The wild fads and controversial fashions that defined the 1960s

Before WWII, the term ‘teenager’ was not commonly used. Instead, young people were typically viewed as either children or adults, with very little distinction between the two stages.

The age when someone left childhood and started adult work was not clearly defined, with many cultures placing it somewhere between the ages of 13 and 16.

For example, during the Great Depression of the 1930s, people as young as 14 often had to find fulltime work to support their families. 

However, in the post-WWII era, economic prosperity allowed for new kinds of social dynamics.

In 1944, the G.I. Bill in America provided returning soldiers with opportunities for education and homeownership.

Now, people had become better educated and better paid than ever before. This led to the growth of the middle class.

As a result, the children of these wealthy families were no longer required to work at an early age.

With more disposable income and a lot of leisure time, they suddenly became a distinct demographic with unique interests and needs.

So, by the late 1950s, marketers and advertisers began to actively target this age group.

Since they were impulsive, had access to money, and we easily influenced to follow ‘fads’, these ‘teenagers’ were a distinct cultural force.  

Marketers first realized the buying power of young people in the early 1960s as the sale of some toys produced astronomical profits.

For example, the Barbie doll, which was launched by Mattel in 1959, quickly became a sensation among young girls.

By 1965, Barbie sales had skyrocketed, with over 6 million dolls sold annually.

With her fashionable outfits and accessories, Barbie offered a glimpse into an adult world.

Children enjoyed dressing her in various outfits and creating imaginative scenarios.

In fact, the Barbie became a cultural phenomenon and even played a role in changing girls’ perceptions of beauty and fashion. 

In an attempt to build on this success, Hasbro released the G.I. Joe boy in 1964, which targeted young boys.

Marketed as an 'action figure' rather than a doll, G.I. Joe stood 11.5 inches tall and featured movable joints.

Consequently, it allowed for dynamic posing and play. It was an immediate success. In its first year, Hasbro sold over 2 million G.I. Joe figures.

In Australia, it was branded as ‘Action Man’. The figure came with military uniforms and equipment, which appealed to boys' adventurous spirits.

In addition, by incorporating themes from various branches of the armed forces, G.I. Joe helped foster a sense of American patriotism and heroism. 

The success of these toys had significant economic implications. Mattel and Hasbro saw substantial financial growth, driven by the popularity of their flagship products.

In 1968, Mattel's sales reached $109 million, with Barbie accounting for a large portion of that revenue.

Hasbro also experienced a surge in profits, thanks to G.I. Joe's enduring appeal.

The success of Barbie and G.I. Joe illustrated the potential of targeted marketing at young people. 

As these children became teenagers, they began spending their money on more mature products, including clothes and fashion.

This is where the first great fashion trend of the post-war era began. It was called the Mod Movement and it emerged in London during the late 1950s and peaked in the 1960s.

It was defined by its sleek, tailored fashion and obsession with all things ‘modern’.

Mods, short for "modernists", were teenagers who adopted a clean, sophisticated look. They favoring slim-cut suits, button-down shirts, and narrow ties.

The movement drew inspiration from Italian and French styles, embracing a European chic aesthetic.

They even often rode Italian-made scooters, especially the iconic Vespa and Lambretta models.  

On weekends, Mods gathered in clubs and dance halls to listen to new music genres.

As a result, music played a pivotal role in the Mod Movement. Rock 'n' roll icons like Elvis Presley and The Beatles captivated young audiences.

In cities across America and Europe, teenagers flocked to concerts, dance halls, and record stores. 

However, parents and authority figures often disapproved of these new trends. They saw them as a threat to traditional values.

This only encouraged teenagers to continue to push boundaries. They began embracing bands like The Rolling Stones and The Who: bands that inspired millions of teenagers to question societal norms and seek new forms of expression. 

As fashion became a powerful symbol of teenage self-expression, the people who designed and made their clothes became wealthy powerbrokers.

Twiggy became famous for her androgynous look and striking pixie cut. In fact, she became the key symbol of the Mod movement.

Even actresses like Mia Farrow copied this short, boyish cut, as it appeared to represent a break from traditional femininity.

Across the Atlantic, Jackie Kennedy set trends with her elegant yet simple style.

Her pillbox hats and tailored suits inspired a whole generation of young women. 

Perhaps the most influential fashion designer of the 1960s was Mary Quant: the popularizer of the miniskirt.

This article of clothing became a defining element of the decade's style. Her daring designs encouraged women to break free from conservative norms by expressing their liberty in how they dressed.

In particular, the shorter and more revealing an item of clothing was, the more it was considered to be ‘rebellious’. 

The best example of this was when the British model, Jean Shrimpton, attended the Melbourne Cup horse race in Australia on November 4, 1965.

She was the guest of a leading department store. She arrived at Flemington Racecourse wearing a simple, white shift dress.

The dress, designed by Colin Rolfe, ended four inches above her knees, which was considered scandalously short for the time.

What is more, she wore no hat, gloves, nor stockings. This broke several unspoken fashion rules of the event.

The reaction from the public and the media was immediate and intense. Some people praised her for her boldness and modern style.

As a result, Shrimpton became an important symbol of the changing fashion of the 1960s. 

During the second half of the 1960s, a new kind of challenge to the conservative fashion styles of previous decades developed.

Rather than focusing on well-maintained appearances, the ‘hippie’ movement did the opposite: encouraged a more relaxed and unkempt style.

In particular, tie-dye shirts that featured vibrant, swirling colors that were made by hand seemed to adequately embody the free-spirited ethos of the movement.

Long, flowing skirts and bell-bottom jeans also became staples of hippie fashion.

Chunky jewelry, oversized sunglasses, and platform shoes added to the overall impact of the outfits.

Often made from natural fabrics, these clothes reflected a desire to return to simpler, more organic lifestyles.

By wearing handcrafted garments, many hippies expressed their rejection of mass-produced consumer goods. 

In cities across America, particularly in places like San Francisco's Haight-Ashbury district, hippies created vibrant communities centered around these values.

And, at music festivals like Woodstock, hippies gathered in large numbers, displaying their colorful attire and embracing communal living.

Consequently, hippies celebrated global influences and promoted a sense of interconnectedness.

Through their distinctive fashion choices, hippies communicated a powerful message of non-conformity and personal freedom. 

Even though many of these fashions and fads developed in the UK and the US, they quickly spread across the world thanks to mass media like the television.

For example, people could watch the 1964 Tokyo Olympics from almost anywhere in the western world, from the comfort of their own living rooms.  

In 1967, the opening of Expo 67 in Montreal highlighted global cultures and technological innovations.

Designers from around the world showcased their work, leading to an infusion of diverse styles in fashion.

This event encouraged a mix of traditional and modern elements, inspiring designers to experiment with new materials and techniques.

As a result, fashion became a platform for expressing global unity and creativity. 

The rapid cultural exchange was most evident in the music industry. The British Invasion, which began with The Beatles' arrival in the United States in 1964, brought British rock and pop music to American audiences for the first time.

This was followed by many more popular UK bands like The Rolling Stones and The Who.

As mentioned before, their influence led to a blending of musical styles and fashion trends across the Atlantic.