This week, I have been really enjoying the beautiful book Boutique by Marnie Fogg. It chronicles the history of the boutique phenomenon in the U.K. in the 1960s and 1970s, and it is full of fabulous tidbits from the lives of the people who were part of this unique development in the retail world.
Window display of the first boutique, Mary Quant's Bazaar on King's Road
In the mid-60s, the U.K. experienced a surge of baby-booming teens with money to spend and a desire to Express Themselves through clothing. The institution of the humdrum department store simply did not know how to cater to this sudden, desperate need for hip threads. Boutiques were the natural response-- started in low-rent areas, by maverick designers and members of the In Crowd, they were places not just to shop for clothing the Saturday night dance, but to "hang out " and be seen. The window displays were provocative and shocking to parental units, and the dimly lit interiors with the amateur yet painfully cool shop assistants were made to keep Squares away.
![Bout_4[1] Bout_4[1]](https://astralboutique.typepad.com/.a/6a012875af14cb970c0120a7c5d8f5970b-500pi)
The boutique phenomenon was not confined to women- far from it! The "Male Peacock" was a voracious shopper and had a keen eye for fashion. He had to have his suits, hair, and ties just so, and he had a row of shops catering to his tastes on the famous Carnaby Street in London. These were the days when every town had a "Top Mod" who set the style for the rest of the Mods. If you did not have precisely the correct width of collar or trouser leg, you could instantly become a social outcast!
Later in the 60s, of course, styles became androgynous. Boutiques were the first clothing stores where men and women were not strictly segregated-- in fact, the whole idea was to pick up on each other while shopping! Clothes were mixed on the racks, and dressing rooms were unisex.
Biba was one of the most successful of the boutiques, eventually expanding into a full department store with five levels. Biba's designs were always fresh-- the owner, Barbara Hulanicki, designed one million styles during the lifetime of the store, but none of them were made more than 500 times! There was even Biba for children:
While most boutiques were confined to the big city, some outlying eras had their own happening scenes. Nottingham, with an art college and a history of textile industry, had a burgeoning boutique culture. The printed, graphic t-shirt-- a staple of life on planet earth-- was first popularized by an art student from Nottingham! A flyer from the famous Birdcage Boutique:
The Pollyanna Boutique in Barnsley:
Boutiques carried not only new designs, but the vintage of the time, which would now feel like delicate antiques to us-- (truly) Victorian and Edwardian blouses and hats, and the military garb so popular with the fellows, captured so perfectly on the cover of The Beatles Sergeant Pepper album. Here is everyone hanging out in the famous boutique I Was Lord Kitchener's Valet:
Music and fashion went hand in hand in the 60s, and The Beatles even financed a boutique of their own-- The Fool. The idealistic designers/owners were more skilled at art than business, and the enterprise folded quickly, but whenever I see pictures of their amazing fairy tale clothes I find myself catching my breath:
Rock and pop stars of the time all clothed themselves at their favorite boutiques-- Mick Jagger's girlfriends all had open accounts at Top Gear on London's Kings Road. When he broke up with them, he stopped paying their bills!
Speaking of Mick's girlfriends, here is Marianne Faithfull (far right) with model Penelope Tree (second from right) and Christine Keeler and David Bailey.
The boutique eventually died, due to the shifting socio-economic climate of the U.K. in the 1970s, and perhaps no less to that fact that every store reported that almost half of their stock was shoplifted (by upper-class girls!) on a regular basis. (All those dark, mysterious shops, and no ant--theft technology! What a fatal combination.) Most designers who remained in the clothing industry eventually moved into runway fashion, giving us our Betsy Johnsons of today.
Thank goodness for the pictures that document this heady time. I hope you enjoyed them! You can find Boutique here.
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