The early part of the decade carried on from the hippie aesthetic of the late ’60s, with midi skirts and ankle-length maxi dresses as everyday options alongside bell-bottoms and peasant blouses.
Pastel colors dominated — mauve, apple green, yellow, baby blue — and florals were everywhere. Rust, tangerine, copper and forest green became more prominent from 1973 onward, shifting the palette toward earthier ground.
Fabrics leaned heavily synthetic. Polyester and satin were everywhere, earning the decade the nickname “The Polyester Decade.” Beyond being a cost-cutting measure, the materials were genuinely practical, holding color well and requiring little care, which suited a changing American workforce.
That workforce shift mattered enormously to what women wore. The ’70s marked the first time women could really choose their own styles without being dictated to by Paris or New York — prior to 1968, an entire wardrobe could be rendered obsolete overnight by a designer’s decree on hem length.
As more women entered professional life, pantsuits became common business attire, paired with button-down shirts with large, pointy collars and masculine-cut jackets. Dresses remained a staple, but the A-line, shirtwaist and shift silhouettes common in the early part of the decade gave way to something more fluid and body-conscious by mid-decade.
The single biggest dress story of the ’70s was Diane von Furstenberg’s wrap dress, introduced in 1974. The jersey dress was a study in contrasts — fun yet practical, proper but still sexy. Within the first year of its release, von Furstenberg was producing 25,000 wrap dresses per week, and one million had been sold by 1976. That spring, she appeared on the cover of Newsweek.
The dress worked because it fit virtually any body, required no fussing and moved easily between office and evening — a practical answer to a practical moment. Its design responded to the liberated mood of American society in the 1970s, the era during which more women joined the workforce and increasingly wore trousers.
By the late ’70s, the silhouettes were tightening again. Beginning in 1978, women and men alike combined shoulder pads with tight shirts and fitted waists, pointing toward what the 1980s would become. Contrasting blazers and pants sets rounded out the end of the decade, beginning the power suit revolution of the ’80s. The loose, flowing Prairie dresses and smock-style looks that had been popular in the early part of the decade faded in favor of something sharper.
The images and catalog pages collected here — drawn largely from JC Penney’s spring 1973 line — capture that mid-decade sweet spot, when hem lengths were still negotiating between mini and maxi, A-lines and shirtwaists were practical workhorses, and polyester crepe was considered dressed up. A few then-unknown faces appear in the catalog pages too, including early modeling work by Erin Gray, Shelly Hack and Kim Basinger, all of whom would become familiar names to TV audiences within the decade.
1970s dresses: Basic fashions for women from the spring of ’73
Article from The Charlotte Observer (Charlotte, North Carolina) April 1, 1973
If the mixture of checks and stripes and prints and plaids has been driving you dotty, stop worrying. Fashion’s on solid ground for spring. The look is even more basic than last season.
As a natural extension of the classic look in vogue right now, plan to stick to the well-cut casual clothes that fit your lifestyle.
Cuffed pants, sweater sets and shirtdresses could be all you need, but this time around, try them in a solid color.
Skirt lengths hover at the knee or above for day, unless you have really super legs — then show them off with a really short skirt and color-coordinated pantyhose.
Ankle-length skirts continue to be good for everything. Try one in pastel pleated crepe with matching shirt for the most glamorous occasions. In the right color for your own coloring, this look is simply unbeatable.
– Vintage dresses & womenswear article from the Longview News-Journal (Longview, Texas) – March 18, 1973
Classic: Retro minidresses with wide collars and floral patterns
Dresses have ribbon-threaded lace trim
MORE: See top vintage nail polish colors & retro brands
Three dressy minidresses with a 1970s fashion flair
MORE: 50+ cute vintage mini dresses & miniskirts from the ’60s & ’70s
Hip vintage ’70s dresses & skirts from the spring & summer of 1973
Plaid and dot print, multicolor trims on a princess-style A-line dress
Also an eye-catching patterned trim with a round neckline on a red dress
Voile dresses in sheer, cool, summery styles
Purple with pleats, poppy print, check pattern and denim blue dress
Stylish jacket for a 2-piece suit
Also a coatdress with red and navy print, plus a polka-dot print jacket and skirt
Polyester shirtdresses and more outfits for women
Also a floral A-line print dress with cowl collar, and matching tunic and pants set
Classic, fitted dresses with buttons
Plus an A-line dress with button-and-tab trim at waist
Floral ribbon-band trim on feminine A-line dress in pink
Also a smock-style top and flared pants and seersucker shirt-dress
A-line dress from the seventies – real vintage fashion
Also see a flowing ankle-length maxi dress, navy and white jacket dress
Plaid jacket dresses
Also see retro solid-color pants set with contrast piping, easy-fitting coat dress in seersucker
Button-front jacket with plaid skirt
Also featured: A versatile A-line dress, and a pantsuit with chic tie belt
MORE: How to get Farrah Fawcett’s famous long feathered hairstyle from the ’70s
Vintage 1970s dresses: Retro culotte style with flap-skirt front
Also a cute jumper look one-piece dress with buckle belt
Easy-care machine-washable broadcloth dresses – woven plaid, and floral prints
Vintage 1970s shift dresses
Zig-zag prints, daisy print and checked pattern on these retro-style shift dresses
Vintage 1970s coats and jackets
Jackets with vinyl collars, Edwardian-style collar on polyester-cotton vintage coat and flared tent silhouette coat
MORE: Mood rings: The colorful new-age ’70 trend – and what the colors meant
Vintage coats for women & boots
Shown: A boot-top coat with tulip-shaped pockets – plus stretch boots
Actress Erin Gray is sporting an interesting bowl-style haircut on the left here.
Vintage maternity dresses from the ’70s – Kim Basinger modeling
ALSO SEE: Blue eyeshadow: The good, the bad & the ugly vintage makeup
Spring-fresh floral vintage 1970s shirtwaist in polyester and cotton
Retro black and white dresses and other womenswear
Three cheers for the red, white and dark blue
Positively feminine minidresses in the softest pastels
DON’T MISS: ALSO SEE: How to create the pretty retro pastel eye makeup look they loved back in the ’60s & ’70s
Hip vintage ’70s skirts from the spring & summer of 1973
Modeling these fashions are (then-future) actresses Kim Basinger and Shelly Hack
Hip vintage 1970s dresses from ’73
Smocks are fashion news… and these are especially charming!
Colorful vintage 1970s long dresses
Vintage ’70s wedding dresses – white with veil and lace
Retro ’70s bridesmaid dresses
Sparkling touches add glamour to these full-length gowns
ALSO SEE: Vintage Biba clothes: The super-trendy women’s fashions from the ’60 s & ’70s
Vintage seventies womens’ fashion
Peplum styled 2-piece suit, schiffli-embroidered bib on pants set, ankle-length dress plus ruffled and smocked dress”
Pantsuits, skirts and dresses from the 1970s
Polyester-cotton knit layered-look pantsuit, flip skirt set and empire-style long sleeve dotted dress
ALSO SEE: 50+ sexist vintage ads so bad, you almost won’t believe they were real
Dreamy dresses of soft, light and airy textured polyester crepe, in solids and patterns
Chic navy blue and white A-line dress
Also a Mandarin-collar coat, and a trimmed short-sleeve dress
2 and 3-piece ensembles for women (1973)
Plaid jumper dress with blouse, print blouse with vest and skirt, and check vest with dress
Retro polyester knit dresses
Dresses include sleeveless with scarf and short-sleeve dress with a white collar
Jersey print dresses
Also see womens’ button-up jacket and skirt set with wide white collars and smock shifts
Spring prints in jersey knit
Also see a polka dot bodysuit with skirt, A-line dress, and coatdress
MORE: How to create 5 different classic ’70s hairstyles (plus check out 8 more retro ‘dos)
Classic raincoats, colorful abstract scarf and lightweight vintage coats for women
Textured coats and sweaters for women – cardigans from the ’70s
Vintage clothing & ’70s style advice: Choose your color
Pick a favorite and flattering shade as your color for Spring ’73. Around it, assemble a wardrobe of simple separates in variations of that tone.
Suppose, for example, that you always feel and look good when wearing blue. Put together several ensembles in different shades of blue — such as a denim blue skirt with a pale sky blue shirt, slate suede shoes and a navy patent bag.
Accessories, too, should stay within the same color family, although the perfectly-matched handbag and shoes do look a bit dated.
It’s easy to ace the advantages of solid color dressing, but there’s one aspect you should be cautioned about: Nothing shows on the wearer like a solid color. This spring, with few jazzy prints to distract the eye, it’s you yourself that will take the stage.
MORE: Vintage hair dryers for the home: Dry it yourself the 1960s & 1970s way
For vintage ’70s dresses: Pretty clothes forecast for spring (1972)
Fashion article from The News (Paterson, New Jersey) November 15, 1972
Color your world pastel this spring with pinks and blues and yellows. No more drabs and no more dayglos, winter’s new baby colors look as though they’ll be staying on for spring.
Gentle, charming and completely feminine, Easter-egg shades will color warm-weather pants, tops, skirts, and dresses.
Pretty colors need pretty clothes, and designers are complying with collections of the prettiest styles seen in years.
New York’s Oscar de la Renta has done a whole line of feminine clothes in angoras, mohairs, jerseys, crepes, and organzas, nearly all tinted pastel for extra prettiness.
Pretty looks from Paris include Emanuel Ungaro’s classically styled slim dresses with soft neckline bows or shirred waists with drawstrings.
Yves St. Laurent likes the pretty peasant wrapped in Matisse-inspired prints. His peasant blouses and dresses feature squared-off necklines and full, easy elbow-length sleeves.
A spring harvest of pears highlights the new collection by Italian designer Valentino. The pear print is splashed all over his shirt jackets, evening dresses, and skirts.
An alternative to the pretty-girl look is the casual sophistication of the Great Gatsby fashions.
French designer Kenzo Takada has a splendid collection of “Tennis anyone?” sweaters in white navy and burgundy or white with clay.
His “stretched-out” sweaters with border-striped sleeves are worn with flared or pleated skirts, high-waisted pleated pants and head-hugging knit caps.
Vintage ’70s dresses & skirts: City styles swing
New York designers like to keep city girls in the swing of things with fashions that go from place to place in style.
Pauline Trigere remembers the traveling woman with her short, chic dinner dresses in luxurious silks and chiffons.
The versatile cardigan is making a comeback in both long and short lengths for casual and dress wear. Adele Simpson’s spring line features a variety of cardigan pant and skirt suits.
Chester Weinberg loves the blouson look, and features blouson tops on his shirts, halter dresses, and two-piece skirt ensembles.
Lively color dominates Bonnie Cashin’s line of Japanese Noh coats, Toreador pants, sling pants, and blouson tweed suits, Laurel pink, Shannon green, daffodil and persimmon are the most popular hues in the collection.
All over the world, designers have forsaken the standard red-white-and-blue spring fashions for pretty classics in a rainbow of pastel colors.
1970s dresses you can buy today
- ✤Size: 7 sizes for choosing - S/M/L/XL/2XL/3XL/4XL. Please according to our size chart to choose your size.（Not Amazon Size)
- ✤Material: 94% polyester+ 6% spandex. Skin-friendly, easy to clean. Non-fading.
- ✤Note: Please allow a little color difference due to different camera or light environment.
- ✤Size: 7 sizes for choosing - S/M/L/XL/2XL/3XL/4XL. Please according to our size chart to choose your size.（Not Amazon Size)
- ✤Material: 94% polyester+ 6% spandex. Skin-friendly, easy to clean. Non-fading.
- ✤Note: Please allow a little color difference due to different camera or light environment.
- Match: The cocktail dress can be paired with petticoat, high heels, boots and bowler hat will have better effect, the fabric is comfortable
- Features: This vintage dress is designed with cap sleeves and boat neckline, perfect for 50s retro party theme. Tailored fitted waistline design and hemline fit ensures a comfortable fit. There are...
- Garment Care: Machine washing with cold water, low iron if necessary
- Fabric: Breathable, soft and skin friendly, fabric has medium stretch, and comfortable to wear
- Feature: Paisley print, long sleeve, sweetheart neck, flare sleeve, a line dress, mesh mini dress for women
- Pair with your favorite high heels, boots, sandals, earrings, necklaces, purses for a trendy look
- Material: This flower hippie headbands for women made of a plenty of white/yellow sunflower, braided rope and white wooden beads. The hippy flower crown is lightweight and handmade. With simple, sweet...
- Adjustable Size: The Circumference of Flower Wreath is 18.11"-24.11"(46CM-62CM) with Adjustable Sliding Bead; Unique + gorgeous neutral flower crown suitable for long hair, straight hair or curly...
- Stylish Design: This flower hairbands is designed as a bead-shaped adjustment strap, which can be fixed on your head and make it fit perfectly. You can adjust the knot yourself, and the product size...
- These disco earrings are stunning!The size is suit for most people.
- This ball earrings is perfect for you, make you unique in the crowd.
- The earring tradition design and precise craftsmanship to create special pieces that will delight you.
- Feature:Summer dresses for women are designed with short sleeves and round neckline; The length is above the knee and has two pockets at the waist, making it very practical; Flowy dress is loose that...
- Occasions:Sundress is a good choice for cocktail party, evening party, prom, birthday, daily, date, picnic, banquet, garden, bridesmaid, wedding guest, classmates reunion, other formal occasions
- Easy to match: Women's casual dress looks charming with sunglasses, sandals and jewelry in summer and a denim jacket or casual coat in fall; Boho dresses have become your go to outfit every day for...
- Material: Polyester. Cute and casual, showing a sense of fashion, quiet ladylike temperament, light and comfortable.
- Features: Women's Dresses are Characterized by Ruffled V-neck, Floral Print, Simple, Generous, Thin, Breathable, Soft, Skin-friendly Women's Clothing.
- Occasion: suitable for daily wear in spring, summer and autumn, school, leisure, beach, holiday, date, party, music festival, club, maternity wear, etc.
- This Kaftan comfortable and easy to wear , plus size beach dress is suitable for sizes M to 3XL, with a length of 53 inches and a bust :57 inches.
- Beach dresses with vibrant print ,batwing sleeve - non-transparent, non-elastic. A great option for mothers, offering a loose and comfortable fit.
- Lightweight kaftan dresses, perfect balance - not sheer, not heavy. Breathable fabric, roomy design, This Cover up also easy to wash and dry.
- Size Guideline - XS US(0-2), S US(4-6), M US(8-10), L US(12-14), XL US(16-18), XXL US(20-22). Please refer to the "size chart" on the picture
- Retro 70s Vibes - Transport yourself back to the groovy era with this vibrant costume set, featuring a disco dress, matching headband, necklace, earrings, bracelet and chic sunglasses. Everything you...
- Sparkle & Shine - Stand out at Halloween parties with our 70s Disco Sequin Party Go Go Dance Costume Outfit Dress, designed to glitter and glow under the disco lights
NOW SEE THIS: Vintage Women Coloring Book #9: Fashion Art of the ’70s
