Jean Shrimpto John Stephen: The Mod Subculture Of The 1960s

The 1960s were a time of radical change. In Great Britain, a new super-cool subculture was beginning to form. It is popularly known as the Mod (Modernist) Movement. As a result of the baby boom, the British population became increasingly younger, which led to the rise of the Mod subculture. Because the older generations were more conservative, the fashion market was left wide-open for young entrepreneurs who were more familiar with the wants and needs of their new, hip customers. Fashion innovators like, Mary Quant and John Stephen, and famous hairstylist, Vidal Sassoon, dominated the industry with their original designs and styles. Not only did clothing begin to take precedence over everything else, but music and media also evolved and created a new infatuation amongst teenagers and young adults. Supermodels Jean
Shrimpton and Twiggy, were considered the faces of the 1960s, while music legends like The Beatles, The Rolling Stones, The Who, and The Kinks, pioneered rock 'n' roll and the freedom of expression, which emulated in the fashion trends of Swinging London. Mary Quant revolutionized teenage and young adult fashion by being a non-conformist, who was inspired by the desire for something new; Quant believed clothing needed to be more affordable and accessible for consumers. Most notably known for popularizing, if not inventing, the miniskirt/dress and micro-miniskirt, hot pants, and colored and patterned tights, Quant quickly became one of the most in demand designers in London. In 1955, her first boutique, Bazaar, on King's Road, in the Chelsea neighborhood, opened for business. (bio.com). Bazaar was stocked with clothing made by herself: sharp, yet simply shaped garments (like her famous wool “Peachy” dress – a favorite of mine) with strong, bright colors and patterns (like stripes and checks). Quant embraced unconventional methods and materials to create clothing and accessories. A couple of her most memorable innovations was constructing PVC pipe and plastic materials into raincoats and boots, along with designing detachable collars for the neckline on dresses and jumpers to create a new look for the same outfit. (bio.com). She also paired white, patent plastic “go-go” boots with miniskirts and ribbed striped or checkered jumpers or blouses. The style became extremely popular amongst the Mods and was known as the “Chelsea look”. Eventually, Quant expanded her brand and original designs to the United States and beyond. Major department store chain, JC Penny, bought Quants' designs to be mass-produced and sold in the American market. (bio.com). Consumers loved that not only were her garments fashionable, but also affordable. In later years, Quant also released a line of cosmetics and even branched out into housewares, which were sold worldwide as well. (bio.com). John Stephen was the epitome of men's fashion in the 1960s.
In an attempt to shift the mood from post-war dullness, Stephen, known famously for initiating the “Peacock Revolution”, used flamboyant colors and bold patterns and fabrics to create these hip, eye-catching garments. Similar to fellow designer, Mary Quant, Stephen relied on his wild imagination. Dubbed the “King of Carnaby Street” after the major success of his fourteen storefronts that were directed towards the young male shopper. (bio.com). His window displays alone caught the attention of passersby and were incredibly inviting, which helped market his garments. Rounded, tabbed collared shirts (mainly in bright greens, pinks, and blues) and multi-colored denim were a popular look for teenage boys and young men. The psychedelic and bold floral prints, the textured fabrics, funky accessories, and structured jackets and suits also attracted rock 'n' roll legends like The Beatles, The Rolling Stones, The Kinks, and The Who. (bio.com). Additionally, in the late 1960s, Stephen began to develop clothing for women, dressing Hollywood royalty like Elizabeth Taylor and Marlene Dietrich.
(bio.com). Vidal Sassoon, a hairstylist from England, universalized angular and easy-to-wear hairstyles on women in the 1960s, while men typically had longer-than-usual, shaggy hair. Being put to work at the age of fourteen as a shampoo assistant at a local salon, Sassoon quickly discovered his passion for styling. (bio.com). Like many artists of the Mod era, Sassoon rejected traditional styles and concepts and created works of art on his own: he was inspired by modern architecture and geometric shapes and that reflected in his work. (bio.com). Slowly becoming a landmark of their own, Sassoon's hairstyles were just as edgy and popular as the designs made by Mary Quant, one of Sassoon's pals and most eminent clients. His work was featured on countless magazine covers and Hollywood films. By the 1970s, Sassoon managed and oversaw over a dozen salons and beauty schools, along with a brand-new hair products business. (bio.com). Vidal Sassoon literally helped shape the look of the Swinging '60s, and has won many awards for his iconic hairstyles. The world's first supermodels, Jean Shrimpton and Twiggy (real name Lesley Hornby) were the “it” girls of the 1960s. Their lean figures, wide-eyes, and impeccable fashion sense, captured the spirit of the Mod subculture in London. Both ladies quickly rose to stardom after being seen on multiple magazine covers and fashion campaigns. Shrimpton, the highest-paid supermodel of her time, was most notably known for popularizing Mary Quant's miniskirts/dresses when she was seen in Australia donning a white shift dress that was four inches above her knees – which was completely scandalous at the time. (bio.com). Twiggy, was known for her drawn on bottom lashes, short pixie haircut, and babydoll dresses. Both Shrimpton and Twiggy were adored amongst the Mods and their iconic looks will forever have a place in fashion history. The “British Invasion” took the world by storm in the 1960s. Not only did London's music scene cross over to the United States, but also their fashion trends. Because of innovators like Mary Quant, John Stephen, Vidal Sassoon, Jean Shrimpton, Twiggy, and the numerous rock-bands, the conservative ideals of the older British generation dwindled down and the lifestyle suddenly became hip. The free-spiritedness of the Mods and their chic fashion sense was an embodiment of the Swinging '60s. There were a significant amount of artists that left their mark in history during the Mod Movement and they turned London into the capital of cool.