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Fashion - 1970s. Opening shots in the battle for the beaches

Fashion - 1970s. Opening shots in the battle for the beaches


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Fashion - 1970s. Opening shots in the battle for the beaches

Fashion - 1970s. Opening shots in the battle for the beaches. The swimwear makers are persistent if nothing else. Time and time again they ve tried to make girls abandon itsy-bitsy bikinis for long, sleek swimsuits. And time and time again they ve lost this battle for the beaches. Naughtiness and in-built sex appeal have kept the bikini afloat with millions of holidaying women. Nothing - but nothing - could persuade them that a swimsuit would give them that. A swimsuit was the garment mother preferred her daughter to wear, as long as it was decent and sensible. But this year the swimwear makers could be on a winner - with something that mother almost certainly wouldn t like. For one-piece swimsuits have really come into their own, or should we say out of their own? If a girl doesn t fall out of the extra low front, she could fall out of the extra low back. Made in the thinnest of thin materials, the new costumes are devastating when they re dry...and when they re wet they could be a revelation!. The lowest of low backs is a feature of this spotted cotton crepon swimsuit, priced at £ 5.50, at Miss Selfridge. May 1974 P017458

WATFORD
Mirrorpix

Media ID 21303239

© Mirrorpix

1974 Clothes Swimming Costume Swimwear


EDITORS COMMENTS
This print from the 1970s captures the fierce battle for beach fashion. Swimwear makers have persistently attempted to sway women away from their beloved itsy-bitsy bikinis and towards long, sleek swimsuits. However, time and time again, they have lost this battle as naughtiness and inherent sex appeal keep the bikini afloat in the hearts of millions of holidaying women. Yet, this year may mark a turning point for swimwear makers with something that is sure to displease mothers everywhere. One-piece swimsuits have truly come into their own by breaking free from convention. These new designs feature extra low fronts that dare girls not to fall out while also boasting extra low backs that add an element of surprise. Made with incredibly thin materials, these costumes are devastatingly alluring when dry but become even more tantalizing when wet – revealing a whole new side to beach fashion! The standout feature of this particular spotted cotton crepon swimsuit is its lowest-of-low back design. Priced at £5.50 and available at Miss Selfridge in May 1974, this daring one-piece promises to make waves on any beach it graces. So join us on Memory Lane Prints as we celebrate the rebellious spirit of 1970s swimwear fashion and embrace the allure of these revolutionary swimsuits!

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Related Images


Model Marianne poses wearing a bikini in the studio. April 1975
Model Marianne poses wearing a bikini in the studio. April 1975

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