Showing posts with label 70s. Show all posts
Showing posts with label 70s. Show all posts

Wednesday, 16 November 2011

Unisex - The Musical!



Readers, a pre-dawn epiphany:

The loathsome message implicit in every unisex sewing pattern is "we are so into each other, we don't give a damn how we look to the rest of the world."  Am I right? 



The Western shirt pattern below, a late Sixties Butterick, sums up the essential flaw in the unisex concept -- a misbegotten assumption about (heterosexual) intimacy and sartorial similitude -- which proved to be the seed of its destruction. 



Your comments yesterday relating to unisex patterns were telling:

 Yuck!

 One-size-fits-no-one.

 Who wants to look that bad?! 

Are the pattern companies listening?

Here is the primary problem with unisex:  Latest research shows that while 68% of women polled are willing to wear menswear (think boyfriend jeans), only 4% of men are willing to wear womenswear -- only half of whom are not consciously trying to crossdress.

As a result, unisex -- almost without exception -- has meant that men get to wear what they'd wear anyway, and women get to look like Eighties-era lesbians: an observation, not a judgment, progressive readers!







In the early days of unisex, during the dawning of the Age of Aquarius, there were exceptions to the soon-to-be-dominant women-in-menswear look  -- cringe-worthy exceptions.







Unisex was undoubtedly the reflection of a more idealistic time, when pattern companies naively thought that by dressing men and women alike, the sexes would be more equal.  I think you'll agree that the effort resulted in little more than a series of fashion don'ts.





While unisex lives on today, primarily in polyfleece hoodies, scrubs, and Gitmo detention camp-inspired pajama bottoms, one word you will never, ever hear is the oxymoronic unisexy.

After extensive research, I could come up with only two remotely titillating unisex patterns, both resembling Seventies-era Benson & Hedges ads.




 
If I had to distill the essence of unisex and turn it into a movie musical, I could do no better than the Burt Bacharach-Hal David 1973 snooze-fest Lost Horizon, produced by Ross Hunter, the man who gave us not only Magnificent Obsession and Madame X, but also Pillow Talk!


Here one finds songs oozing in unisex values, like the rousing "Living Together, Growing Together":

Living together, growing together, just being together
That's how it starts; Three loving hearts 

All pulling together, working together, just building together
That makes you strong
If things go wrong, we'll still get along somehow
Living and growing....together


Watch it (with Portuguese subtitles!) here.

There's also the heartwarming "The World Is a Circle," which is essentially Do Re Mi performed in the Himalayas by caftan-clad children seemingly on loan from Jim Jones' People's Temple cult.

The world is a circle without a beginning,
And nobody knows where it really ends.
Everything depends on where you
Are in the circle that never begins.
Nobody knows where the circle ends.


It's both profound and banal and very, very unisex, if you ask me.  Confession: I have owned the Lost Horizon album for nearly twenty years and can't stop playing it.

Sing along with me and Liv! (click twice to avoid annoying pop-up)



Friends and fellow travelers, our unisex journey has come to an end.  Is there anything I've missed?

If you have any closing statements to add to this veritable "Ode to Unisex," please feel free to add them below.  I will do my best to pass them along to the appropriate pattern company executive.

Friday, 1 July 2011

"You've come a long way, baby" or Revisiting the Seventies Woman!



We're traveling again today, kids.  Yesterday we revisited 1951.  Now we're jumping forward (or backward, depending on your perspective) to 1972, via the pages of the September 1972 issue of Ladies' Home Journal.

How things had changed between the early Fifties and the early Seventies!  Unlike the corseted Fifties glamour girl homemaker, always fresh from the beauty parlor, the Seventies woman was confident, outdoorsy, natural.  Yet despite womens lib and the pill, the Vietnam war, political assassinations, and race riots, she was still desperate to kill household germs!

Looking at these magazines side by side, a few big differences stand out to me.  I'm counting on you to point out some of the ones I've missed.

1) Advertising -- whether for lipstick or floor polish -- is no longer set in the context of glamour and romance.  It's no longer about being a queen for your king, looking enchanting, bewitching or even lovely.  By 1972, many of the beauty ads are provocative and frankly sexual. 



Lipstick is now "Wet. Wicked."  A Love-brand beauty ad proclaims, "This is love in 1972."





Advertisers are no longer hawking the latest Hollywood glamour treatment.  In fact, looking like a Hollywood starlet is out. 

Whereas in 1952 a discreet single-column ad for Tampax asked "Do you feel timid and uncertain about the the facts of monthly sanitary protection?" (with no illustration or photo), in 1972 there are more than five full-page, full-color ads for menstruation-related products -- the tone celebratory and shame-free.





Even in a mattress ad, women are in pants and (thankfully) out of the kitchen (and even the house)!



2) The gee whiz!, triple-exclamation-point-ed, most-amazing-appliance-ever! tone is gone.  Products are usually pictured front and center, often alone, and the ad copy is straightforward.  No more miracles, alas.





Shag carpeting, along with ethnic inspiration, is everywhere.





3) There's still a little sewing, but no ads for sewing machines.



4) The liberated Seventies woman wears her hair long and applies very little makeup.  The focus on perfect grooming is a thing of the past.  The new role models are "career girls" like Mary Tyler Moore, Sandy Duncan, Peggy Lipton, and Denise Nicholas -- the only black woman in the magazine but still a sign of progress.









Nobody wears dresses, btw.  It's all about separates (and knits).

5) There are still many food ads and recipes, but the popularity of canned food seems to have passed, and the Seventies homemaker looks more like an ordinary woman (as opposed to Loretta Young or Donna Reed).





6) Suddenly, there are cigarette ads --eleven pages of cigarette ads -- and booze.  The Seventies woman had her vices.











Women now wore pantyhose and didn't have to be photographed in a cocktail dress to advertise them.





Friends -- and I'm assuming some of you remember the Seventies first-hand -- have I missed anything?

Comparing this 1972 issue of Ladies' Home Journal to yesterday's 1951 issue of Woman's Home Companion, what are some of the other big changes you notice -- or experienced yourself?

Do you think women's magazines have changed much since the Seventies?  If so -- whether in the ads or the articles -- how?

You can see many more photos from the September 1972 issue of Ladies' Home Journal here.

Photos from the October 1951 issue of Woman's Home Companion are here.

Jump in.

Happy Friday, everybody!

Thursday, 3 March 2011

"That Seventies Pattern" -- grooviest MPB giveaway EVER!



Friends, today begins a new chapter in my much-heralded decluttering saga.  While longtime MPB readers may remember my very first decluttering post only last November, the mental preparation was years in the making, subtle shifts taking place deep within my unconscious.

Now, some of my less forgiving followers will feel compelled to remind me that despite my success at removing clutter from my life, new clutter quickly takes its place.  For those heartless souls I have only one word: So? 

I am excited to announce that I have decided to launch my new decluttering project with another MPB vintage pattern giveaway!

But first -- I must show you my new Ken dolls.

Imagine my joy when they both arrived on the same day, one delivered directly to my door by my mail delivery person, the other clumsily stuffed into my narrow metal mailbox.  Thank goodness limbs weren't snapped off in the process.

Friends, meet Ken and....Ken, my two new polyvinyl playmates, both from 1971.



On the left is "Live Action" Ken.  He originally came with his own bandstand, microphone, and fringe vest, all now sadly lost.  He does retain his "live action" properties however.  Just watch:







He shakes, but you have to do most of the work.



On the right is the very naked, very blonde, very swarthy "Malibu Ken." Readers, I haven't seen a tan that fake-looking since Jennifer Jones in Duel in the Sun.


Please note both Kens' buff new bods -- they're bigger, more muscular, even their feet are wider.  Ken is no longer a cute, gangly seventeen-year-old boy; he's a man, albeit one with just a molded lump between his legs.

Malibu Ken's knees bend, but neither he nor Live Action Ken will be in Cirque du Soleil any time soon. Still, compared to stiff Sixties Ken and Allan, they're a big improvement.

The first thing I did was get them into some better looking clothes.

Here's Live Action Ken in "The Casual Scene", which sounds like a 1970s teens-on-acid flick but is actually the name Mattel gave this outfit.  I think it's a big improvement over that psychedelic polyester Ice Capades reject, don't you?



Then we got poor naked Malibu Ken dressed in some of Allan's hand-me-downs.  MUCH better.



Needless to say, old Ken and Allan are not very excited about these two and don't intend to be sharing their vinyl carrying case with them any time soon.  (Ken's on the fence, actually.)



More enlargeable, kissable pics of Ken and Ken here.

And now on to our pattern giveaway.

Friends, inspired by my new Seventies-era Kens, I have decided to give away the lovely 1973 dress/bikini pants/hip-hugger bell-bottoms pattern pictured up top.  Isn't it the grooviest!





It's a Size 12: Bust 34", Waist 26 1/2", Hip 36"

I can see so many of my you wearing this kind of thing; in fact, I'm pretty certain many of you were wearing this in 1973.

All you have to do to enter today's giveaway is....name my two new dolls.  (We can't have three dolls named Ken, can we? How would they know whom I was talking to?)

Be creative but keep it clean and please include a brief statement on why are you giving them the names you've chosen.

You have till Friday, March 4th , midnight EST, to enter, and Male Pattern Boldness followers are eligible the world over.  The winner will be chosen by random drawing and announced on Saturday.

If you're not interested in the pattern but still want to take a crack at names, your contribution will be greatly appreciated.  Just let me know you're not in the running.

Ready, set...

Name those dolls!

UPDATE:  It sounds like me, it looks like me, it is me!  Check it out: Peter on BurdaStyle