The Beautiful Hippies, Exotic Prints, and the Wild New Direction of 1970 Fashion
When readers picked up the January 1970 issue of Vogue magazine, they held more than just a fashion publication in their hands. They were looking at a bold preview of a new decade — a vision of what the 1970s would bring in style, culture, and identity. This particular issue carried a defining editorial titled “Forecast 1970,” a mix of vivid photography and poetic commentary that declared the hippie spirit had entered high fashion.
For readers at the time, this was more than just another glossy fashion spread. It was a glimpse into how the decade ahead would be shaped by rebellion, exotic influence, and fearless experimentation. It was also a reminder that fashion was no longer simply about clothes — it was about lifestyle, cultural aspiration, and social change.
The arrival of the 1970s marked a sharp turning point in cultural and social history. The 1960s had been defined by the counterculture, youth rebellion, civil rights movements, second-wave feminism, and the anti-war struggle. All of this shaped how people thought, behaved, and dressed.
By the time Vogue’s January 1970 issue hit the stands, the Woodstock festival was still fresh in the cultural imagination. Bohemian style — once confined to youth subcultures — had now infiltrated mainstream fashion. The “Forecast 1970” editorial directly reflected this moment, predicting a decade of bold prints, fringe, reptilian textures, and global influences.
Among the highlighted trends were:
-
Shawls, ponchos, and capes: Draped garments that moved away from strict tailoring, echoing folk traditions and a sense of freedom.
-
Reptile-inspired patterns: Vogue announced “Reptiles are moving in,” pointing to faux snakeskin, vinyl pythons, and cobra-print designs as cutting-edge.
-
“The Beautiful Hippies”: Models like Marisa Berenson and Pilar Crespi embodied the marriage of haute couture with bohemian chic — long beads, heavy shawls, fringed skirts, and natural confidence.
-
Strong colors and daring prints: Vogue proclaimed that “timidity has vanished,” heralding an age of fearless visual experimentation.
At the same time, technology and futurism were reshaping cultural imagination. The 1969 moon landing had made space-age design aspirational, and Vogue paired Marisa Berenson’s bohemian look with Chevrolet’s Astro III experimental concept car, whose jet-inspired design stood as a symbol of the future.
Taken together, these elements told readers that the 1970s would be a decade where ancient tribal craft, hippie rebellion, and futuristic sleekness collided on the same runway.
By 1970, Vogue had already established itself as the most influential fashion magazine in the world. Unlike catalogs or trend reports, Vogue didn’t just describe clothing. It mythologized fashion, turning it into culture, aspiration, and even prophecy.
The January 1970 issue exemplified this mission. Its “Forecast 1970” editorial combined bold visuals with almost poetic language:
-
“Great design is all around us — the variety of prints, and the inventiveness of their creators, is stupendous.”
-
“The beast is wild in fashion today.”
-
“Timidity has vanished.”
These were not just lines about fabrics or accessories. They were cultural pronouncements. Vogue was telling its readers that the 1970s would not be cautious. They would be wild, daring, and boundary-breaking.
The effect was electrifying. Vogue didn’t just report on trends — it made them real. By presenting Marisa Berenson in a bohemian hat and Pilar Crespi in a fringed wrap as the avatars of the future, it transformed hippie chic into high fashion.
For many readers turning the pages, this wasn’t just a preview of clothes. It was a roadmap for identity.
The presentation of “Forecast 1970” remains striking even today.
The photography featured high-contrast black-and-white portraits of Marisa Berenson and Pilar Crespi. Berenson’s wide-brimmed hat, layered scarf, and heavy jewelry gave her an effortless bohemian glamour, while Crespi’s fringed ensemble emphasized movement and sensuality. Together, they symbolized a fusion of luxury and counterculture.
The editorial layout juxtaposed these images with bold cultural elements: reptilian metaphors, tribal motifs, and futuristic design. The Chevrolet Astro III car, sleek and aerodynamic, was photographed beside Berenson as if fashion and technology belonged to the same imaginative landscape.
This was the genius of Vogue: no other magazine blended art, photography, fashion, and cultural commentary in this way. It wasn’t just about selling clothes. It was about selling an experience, a worldview, and an aspiration.
The Beautiful Hippies – Vogue identified Marisa Berenson and Pilar Crespi as the faces of a new cultural fusion, where hippie sensibilities entered the realm of luxury fashion.
Shawls and Capes – The editorial predicted wrapped, draped garments would dominate the decade, reflecting comfort, freedom, and cultural borrowing.
Reptilian Motifs – Faux snakeskin, python prints, and vinyl scales were positioned as must-have elements, symbolizing daring sensuality.
Fringe and Flow – Long fringes, embroidery, and draped fabrics became symbols of movement and rebellion, contrasting with rigid fashion of earlier decades.
Colors and Patterns – Vogue boldly stated that “timidity has vanished,” celebrating a future of loud prints and fearless combinations.
Exotic Influences – From Indian jodhpurs to Spanish shawls, the editorial reflected fashion’s fascination with global craft and style.
Technology Meets Fashion – Pairing Marisa Berenson with Chevrolet’s Astro III concept car showed how futurism and fashion were increasingly intertwined.
Counterculture Mainstreamed – The hippie look, once anti-fashion, was elevated to the glossy pages of Vogue, signaling its absorption into mainstream style.
Language of Boldness – Phrases like “The beast is wild in fashion today” underscored Vogue’s dramatic narrative voice, setting the tone for the decade.
Cultural Fusion – The editorial forecast wasn’t just about hemlines. It was about merging art, identity, rebellion, and aspiration into one glamorous package.
For collectors of vintage magazines, the January 1970 Vogue issue is far more than a fashion reference. It is an artifact of cultural history.
Why is it so collectible?
-
Decade Marker: As the first Vogue of the 1970s, this issue signaled a cultural and stylistic turning point.
-
Iconic Models: Featuring Marisa Berenson and Pilar Crespi, both of whom became icons of the era.
-
Cultural Crossover: The blending of hippie, exotic, and futuristic styles makes this issue a unique record of its moment.
-
Forecasting Value: Collectors prize issues that make bold predictions — this one shows exactly how fashion houses envisioned the new decade.
-
Enduring Influence: Many of the ideas introduced here — fringe, bold prints, bohemian chic — continue to echo in today’s fashion revivals.
Owning this issue means more than holding a fashion magazine. It means holding a time capsule of 1970, complete with its ambitions, rebellions, and reimaginings of beauty.
This issue endures because it is more than reporting. It is cultural prophecy. Every page carries the excitement and risk of a society redefining itself. Today, in an era when fashion again blurs boundaries between luxury, street, and counterculture, the January 1970 Vogue feels remarkably fresh.
Its permanence is what makes vintage Vogue magazines so valuable for collectors and historians. They are physical witnesses to the evolution of fashion, beauty, and culture.
If you’re looking to explore this issue or others like it, thousands of original Vogue magazines are available in our collection. From the 1930s through the 1990s, you can trace entire decades of fashion, art, and culture as they unfolded in real time.
👉 Browse the full collection of original Vogue magazines here: Original Vogue Magazines Collection
Whether you’re a seasoned collector, a designer seeking inspiration, or someone honoring the memory of a cultural moment, these magazines offer something rare: a chance to see history as it was first imagined.
The January 1970 issue of Vogue magazine remains one of the most important publications of its era. Its “Forecast 1970” editorial didn’t just report on fashion — it declared a new philosophy of dress. From shawls and fringe to reptilian patterns and futuristic cars, it captured the wild collision of hippie rebellion, global influence, and high luxury.
Holding this issue today is like holding the beginning of a decade that promised boldness and delivered it in every direction. And thanks to Vogue’s unmatched artistry, those visions of freedom and daring remain preserved — for us to revisit, learn from, and be inspired by more than 50 years later.
For anyone who values history, vintage Vogue magazines are not simply style guides — they are living artifacts. And through them, the past continues to speak.