The natural look: American style in the 1970s

Linda Welters, University of Rhode Island


The natural look was a trend of the 1970s that emphasized a natural appearance in hair, clothing, makeup, and accessories. The natural look arose from antagonisms in several oppositional cultures at different times, each involving a rejection of mainstream fashion. The natural look is divided into six categories: Natural Body, Natural Hair and Cosmetics, Natural Materials, Handcrafted Clothing and Accessories, and "Nature" Sells Fashion. This article examines the sites of opposition that led to the natural look, the manifestation of "natural" in fashion, and its lasting effect on fashion and appearance into the twenty-first century. © 2008 Berg.