Disco is dead, along with some of its most iconic performers. But disco-era fashion is still alive and getting it’s groove on with a modern twist.
On May 17, LaDonna Adrian Gaines, who went by the stage name Donna Summer, lost her battle with lung cancer. Only a few days later, on May 20, Bee Gees member Robin Gibb passed away after a long battle with cancer and intestinal surgery. From Summer’s push for the electronic sound and her overtly sexual vocals in “Love to Love You, Baby” to Gibb’s clear vibrato lead and masterful songwriting skills, disco music embraced fun, freedom and creativity—traits that carried over into the fashion scene. Summer could often be seen wearing high slits and leotards, sequined gowns and plush furs. Meanwhile, Gibb was the epitome of cool for his generation, donning wide polyester collars.
If you take a trip to your local mall or study the looks on this year’s runways, you will notice a resurgence in 1970s style. However, proceed with caution when channeling your ’70s self. Do it wrong and you’ll simply look like the aftermath of a bad explosion … buried under the rubble of sequins, fur and polyester. Find the balance between disco glam and bohemian chic. Maxi dresses, floppy hats, oversized sunglasses, sequins, low necklines, platform shoes, ascot blouses and faux fur (in moderation, of course)? Yes.
I wanted to know what type of influence this decade was having on promotional apparel. After browsing through thousands of products on Promo Marketing’s search engine, I noticed that the industry is going for a slightly different approach. I like to call it “70s sensibility.” A bit more subtle … not so in your face. Here are some examples of how companies are tweaking popular trends:
- The Diego Dress from Alternative Apparel is a women’s regular-fit maxi tube dress with two hidden side pockets. The top is made of 2×2 cotton spandex rib and the 100% Indigo Gauze cotton skirt begins just below the bust. In addition, if you’re looking for longer hemlines, check out Alternative Apparel’s Maxi Skirt. This regular-fit, floor-length skirt features an elastic waistband, a blind stitch on the bottom hem with an alternative signature stitch on the wearer’s left side.
- A sequined hat that also lights up? Make a statement or be the hit of the party with the LED Sequin Hat from Buztronics Inc. The flashing LED lights can be turned on and off with a switch found on the inside of the hat.
- Live the glamorous life with a pair of blinged out Sunglasses from Specialtising International Inc. The Hollywood style sunglasses feature rhinestones all along the temples and oversized frames.
- An alternative to the skort, the Teen Plaid Pleated Skirt from Dickies Occupational Wear isn’t just reserved for school girls. The garment sits at natural waist and features box pleats on the front and back. It also boasts a side zipper with button closure.
- Faux leopard print coats were a 70s staple. If you’re not quite ready to debut your wild side in public, start out with the Leopard Tie-Cord Flannel Pant from Boxercraft.
- Many women of the 70’s era didn’t shy away from plunging necklines. The Juniors Deep V Neck Long Sleeve in Cotton-Poly Sheer Jersey from Kavio! is available in sizes S-XL. It comes in antique rose, black, baby pink, charcoal, coffee, pinot, watermelon and white.
(Editor’s Note: While I am saddened by the loss of Donna Summer, I have no regrets about putting her hit song “Last Dance” on the DO NOT PLAY list at my wedding in 2008.)
