77¢: Fashion, Feminism, and Freedom
In the early 1970s, pantyhose were priced at an accessible 77¢, making them a staple in nearly every woman’s wardrobe. But this seemingly simple garment was part of a much larger cultural shift that was happening across the United States. The 1970s was a decade marked by significant changes in the social, political, and cultural fabric of the country—particularly in terms of the feminist movement. As pantyhose became ubiquitous and affordable, feminism in America was hitting its stride, and women were fighting for the very freedom that pantyhose symbolized: convenience, mobility, and independence.
Let’s take a closer look at how something as everyday as pantyhose ties into the broader societal changes regarding feminism in America during this transformative era.
Pantyhose at 77¢: Fashion Reflecting Social Shifts
Pantyhose became increasingly popular in the 1960s and early 1970s, replacing the traditional stockings and garter belts that had been the norm for decades. The introduction of pantyhose was revolutionary in terms of both fashion and practicality. Women now had access to a garment that combined stockings and underwear in one, providing convenience and comfort without the hassle of garters. This transition also coincided with the rise of shorter skirts and dresses during the 1960s, thanks to designers like Mary Quant who introduced the mini-skirt, making pantyhose a practical choice for the modern woman.
At 77¢, pantyhose were affordable, allowing more women access to them, regardless of income. This accessibility mirrored the increasing empowerment of women during this time, as they fought for equality and greater independence both in the home and in the workplace.
Feminism in the 1970s: Breaking Boundaries
The 1970s were a watershed decade for feminism in America. Often referred to as the height of the second-wave feminist movement, this era was defined by women’s fight for equality in the workplace, reproductive rights, and the breaking down of traditional gender roles. Key events, such as the 1972 passing of Title IX, which prohibited gender discrimination in education, and the 1973 Roe v. Wade decision that legalized abortion, were monumental steps toward women's equality and autonomy.
Feminists during this time were also questioning traditional notions of femininity. The idea that women had to adhere to rigid beauty standards, including what they wore and how they looked, was being challenged. The feminist movement was about giving women choices: the choice to work or stay home, to have children or not, to wear pants or skirts, or to adopt traditionally feminine aesthetics or reject them entirely. The simple act of putting on a pair of pantyhose, once associated with a polished and perfect image, could now be seen in the broader context of women taking control of their own lives and identities.
Pantyhose and the Symbolism of Convenience and Mobility
In many ways, pantyhose were a reflection of the convenience and mobility women sought in their personal and professional lives. As more women entered the workforce, practicality became key. Women needed clothing that allowed them to move freely and work without constraint. Pantyhose, which provided a sleek, polished look while also offering comfort and ease, were an emblem of the modern working woman. Whether in the office, at social events, or in daily life, pantyhose became synonymous with the new era of women balancing multiple roles.
But while pantyhose provided convenience, they also symbolized the expectations placed on women to present themselves in a certain way—professional, polished, and put-together. The feminist movement of the 1970s encouraged women to rethink these standards, asking if they were truly free or if they were simply adapting to new societal pressures.
Tying It Together: Pantyhose, Feminism, and Modern Empowerment
When we reflect on the cultural context of the 1970s, it becomes clear that pantyhose—affordable, accessible, and practical—represent more than just fashion. They were a part of a larger conversation about women’s roles and the expectations placed on them. As pantyhose became a ubiquitous garment at 77¢, the feminist movement was tackling much bigger questions about women’s autonomy, from the workplace to the home and beyond.
Fast forward to today, and my artwork that deconstructs pantyhose carries with it these layers of history. By tearing apart and reimagining pantyhose in my art, I am not only exploring the physicality of the material but also challenging the historical expectations attached to it. Pantyhose, once a symbol of a perfectly put-together woman, now becomes a medium for creative expression, rebellion, and the redefinition of femininity.
In the 1970s, pantyhose allowed women a certain freedom of movement, but it was feminism that allowed women the freedom to choose how they wanted to move through the world. As we continue to evolve, we can look back on this era with both appreciation for the strides made and reflection on how much further we need to go in the pursuit of true equality and self-expression.
Conclusion: The Intersection of Fashion and Feminism
Pantyhose at 77¢ may seem like a small detail in the grand scope of history, but it is a powerful reminder of the way fashion reflects societal change. In the 1970s, pantyhose symbolized accessibility, mobility, and the modern woman’s growing independence. Simultaneously, feminism was reshaping the very fabric of American society, giving women the tools to challenge outdated norms and build a new path forward.
Through my art and my reflection on the history of hosiery, I hope to continue that conversation—asking what it means to be free, what it means to reclaim control over our identities, and how we can use even the simplest materials to tell our own stories of empowerment.
