However, not everyone is keen to follow the "Youthquake" fashion trend.
Instead of Sassoon hair and cheap ready-to-wear, women who prefer updos and haute couture have their own fashion Muse, Mrs. Jackie Kennedy.
If the miniskirt and Mary Quant represented a subculture, Mrs. Jackie Kennedy represented the mainstream. Looking back at the golden age of haute Couture (1947-1957), designers did not neglect the pursuit of craftsmanship while experimenting with more streamlined styles. These haute couture fashions not only reflect the aesthetic concepts of the society at that time, but also show the ingenuity of the designers and their unique understanding of fashion.
Pre-order and retail model disruption
Fashion becomes Democratized
With the arrival of the "youth earthquake", the fashion industry has ushered in unprecedented changes. A growing number of designers have embarked on the "Pret-a-Porter" (ready-to-wear) journey, launching more affordable and diverse bulk brands. In 1959, Ungaro licensed his name to the ready-to-wear line, leading the trend.
This was followed by Mary Quant, who launched her Ginger Group collection in 1963, further boosting the ready-to-wear market.
In addition, designers such as Jean Muir and John Bates have also joined the ranks, launching their own distinctive ready-to-wear brands.
In retail, too, the transformation has been dramatic. In the past, shoppers could only choose between department stores and haute couture salons, but now ready-to-wear designers engage directly with consumers, creating unique worlds full of personality and creativity. A number of new boutiques have sprung up in places like London, New York and Paris, becoming youth culture hubs.
In London, Biba on Abingdon Road in Kensington has attracted the Mods community with its Art Nouveau interiors; On Carnaby Street, a number of men's shops have quickly sprung up, offering new and fashionable clothing options for male consumers. New York's fashion scene is not to be outdone.
Betsy Johnson brings low-cost, personalized clothing to Madison Avenue boutique Paraphernalia, whose unique designs have attracted many fashionistas, including well-known model Edie Sedgwick.
The climax of this transformation occurred on September 19, 1966, when Yves Saint Laurent opened a ready-to-wear boutique in Paris called Saint Laurent Rive Gauche. As the first French haute couture designer to successfully launch his own ready-to-wear collection, his move not only solidified his position in the fashion industry, but also set a new benchmark for the entire industry.
Beauty trends from the 1960s
Vidal Sassoon and Big Eyes charm
When it comes to the beauty trend of the 1960s, it is necessary to mention the trend led by modern style. At the time, Vidal Sassoon's creative hairstyle became the focus of the fashion world.
With his trademark asymmetrical quincal hairstyle, he created striking looks for figures like model Peggy Moffit and Chinese-American actress Nancy Kwan. This hairstyle not only made waves in the fashion industry, but also became the goal of young women at the time.
Vogue magazine, in its October 15, 1963 issue, praised: "We love the way London Sassoon has done Kwan's hair. The young and talented hairstylist was one of the pioneers of the new style of hair, believing that 'hair should be carefully combed and dynamic'. He has his own hair style and he will answer anyone who has a question."
At the same time, fashion ICONS such as Mary Quant and Mia Farrow experimented with Sassoon's hairstyles. Mia Farrow's pixie head, in particular, is one of Sassoon's masterpieces.
In addition to this unique hairstyle, women are also keen on youthful bangs, such as those worn by Jean Shrimpton, which are rich in volume and curl at the end like a ski slope, showing a different kind of charm.
In the field of cosmetics, the 1960s was also a period of vigorous development. Advances in technology have allowed cosmetics such as eyeshadow, mascara and lipstick to be mass-produced, satisfying women's desire for beauty.
The eyes become the focus of the makeup, the lipstick tone becomes softer, and the contrast between the eyelashes and the eyeliner becomes more intense, creating an attractive effect of large eyes. This trend complemented Sassoon's hairstyles, creating a unique beauty trend of the '60s.
Saint Laurent timeless fashion legend
