Fashion
Editor Lara Zand maps the mass appeal of mod culture, which epitomised the
Swinging Sixties in Britain and saw fashion, music and art intersect
Twiggy,
posing in a jersey dress, coloured tights and brogues, has come to be the face of
women’s fashion in the 1960s. And not without good reason: if there was a
womenswear trend, Twiggy was probably photographed wearing it. But the
shortening of hemlines, the cropping of bobs and the advent of The Mini Skirt
are constituent parts of a much bigger movement: mod.
The mod
subculture surfaced in the late 1950s. The name itself is an abbreviation of
‘modernist’, owing to the original mods’ penchant for modern jazz. Jeff Noon,
author of The Modernists, explains that the movement sprung from a lifestyle
created by a community of working-class men in post-war London, who drew
inspiration from cultural revolutions taking place in Europe: namely Italian
neorealist cinema and the existentialist movement in France. Club culture,
music, fashion and art came together to birth a movement defined by youthful
hedonism and rebellion. By the mid-1960s it had swept the whole country,
providing an escape from a decade of gloom following World War II in Britain.
By the late
1950s, Britain was starting to see a revived interest in clothes and a return
to the high street. Carnaby Street and King’s Road in London became the hubs
for trendy, up-and-coming boutiques catering to the young and hip. For the
first time, the brands-to-know were those selling relatively affordable
clothing that appealed to the masses, a world apart from the proudly exclusive
realm of haute couture. Mod menswear involved sharp tailoring, US-Army style
parkas, Beatle boots, French Nouvelle Vague-inspired hair styles and an
Italian-made motorbike to finish the look (a Vespa or Lambretta, preferably).
John Stephen, known then as the ‘King of Carnaby Street’, was the go-to choice
for menswear, boasting a client list of the era’s biggest bands; he famously
dressed The Kinks, The Beatles, The Rolling Stones and The Bee Gees. He was
known for his flamboyant and daring designs: coloured pinstripe and plaid suits
in particular.
Some of her
styles had already been pioneered in France by haute couture designer André
Courrèges, the ‘inventor’ of the miniskirt, who also brought Go-Go boots à la
mode and, like Quant, worked with PVC, geometric prints and primary colours.
But Quant’s achievement went further; she democratised the decade’s fashion,
and her clothes would represent every woman.
The influence of the mod subculture on fashion is ever-present today, in the very existence of items like parkas, knee-high boots, PVC outerwear or shift dresses on our high streets. It was a movement that stopped looking to the runways, to the Diors and Chanels of the day, and started creating for itself, to meet the demands of the era’s young, dynamic consumer. That was mod’s biggest sartorial triumph.
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