The 70s is always in fashion

Dubbed the “Me Decade,” the 1970s resonates during these times because we’re embracing the same spirit of “to each his own.” This was a period when people rejected rigid fashion rules and pieced together their own unique identities through personal styling, thrifting, and the incorporation of handmade and bohemian pieces. The hippie generation was born, even in the Philippines, where flower power, prairie and granny dresses, peasant blouses, tunics, maxi skirts, DIY beads, crochet, embroidery, patchwork and macrame were de rigueur. A major reason why this decade continues to inspire is its celebration of artisanal craftsmanship in clothing and accessories.

Sensuality, innovation and comfort

Designers like Halston swapped stiff, traditional textiles for stretchy and soft fabrics like jersey, velour, and Ultrasuede, preferred by chic muses that included Liza Minnelli and Elsa Perreti and Filipino socialites Baby Fores and Mary Prieto. Using new technology, these fabrics were easier to produce, paving the way for prêt-à-porter as the more practical solution for active women. Not to mention that they made the sexiest clothes, elegantly clinging and flowing with the body, prioritizing ease as women entered the workforce. The wrap dress of Diane Von Furstenberg made high-end fashion functional and figure-flattering, becoming a staple that women keep to this day.

Radical gender-bending and rebellion

The 1970s heavily blurred the lines between men’s and women’s clothing, pushing boundaries long before the genderless fashion of Harry Styles and Billie Eilish. The “Peacock Revolution” and “Glam Rock” saw men embracing bright colors, platform shoes and flamboyant silhouettes. Conversely, the punk movement introduced anti-establishment, DIY aesthetics with tartan, safety pins and leather. Student activists in Philippine schools had their unisex T-shirts and jeans, the more worn out the better, and as a contrast to the burgis elite, they would do ukay-ukay thrifting at Bambang market for vintage barongs that would be personalized with dyeing and embroidery, an artistic as well as nationalistic statement. The burgis had their Bang! Bang! jeans from Hong Kong and designer jeans from Calvin Klein and Gloria Vanderbilt that transformed workwear into high fashion. 

Disco

Wasn’t it a fabulous night out when you dressed up just to go to a disco and dance like there’s no tomorrow? The 1977 film Saturday Night Fever was such a hit that men would dress up like John Travolta to go to Where Else? at the Intercontinental Hotel in Makati and Stargazer at Silahis Hotel in Manila. Studio 54 fashion of metallics, sequins, jumpsuits, and glamorous halters was alive and well in Coco Banana, together with local takes designed by the proprietor himself, Ernest Santiago, who made futuristic versions of the terno and kimona. The Hotdog song Annie Batungbakal immortalized Santiago’s disco as it told her story: “Sa umaga, dispatsadora, sa gabi siya’y bonggang-bongga. Pagsapit ng dilim, nasa Coco Banana. Annie Batungbakal, sa disco isnabera, sa disco s’ya ang reyna.”

Tailoring

Tailoring reached a new level of confidence as men’s fashion became more adventurous through broad lapels, bold patterns, luxurious fabrics, and impeccable cuts. Women increasingly adopted pantsuits for elegant comfort and tailored suits as symbols of empowerment, paving the way for modern power dressing. The flare defined the decade’s silhouette – fitted through the hip, dramatic from the knee. Bell sleeves brought the same movement to blouses and dresses, creating the era’s signature sense of flow.

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Bongga Ka ‘Day: The Annie Batungbakal Musical featuring music of Hotdog opens on Sept. 18 at Newport Performing Arts Theater. Produced by Newport World Resorts with The Philippine STAR and Viva Entertainment. Line Produced by Peta Plus. Directed by Chris Millado.