Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
Rīgas Modes was the most popular fashion magazine in the USSR.The magazine first came out in 1948 and was introduced as “assistant for families and sewing workshops in creating beautiful and tasteful clothes.” In the 1970s it still dictated trends of Soviet fashion.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
Combination of words “Soviet” and “fashion” still sounds like an oxymoron. The Soviet ideology was all about productivity and practicality, and opposed any kind of consumerism.
But in reality, it’s impossible to take away the desire to express yourself through clothes, even if the choice is extremely limited.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
Soviet fashion often comes from a place of lack. This is one of the reasons why the Soviet attitude to style is incredibly relevant today: it’s all about sustainability, DIY and working with what you have.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
That is why fashion magazines were so popular among Soviet women. Almost every family had a sewing mashine and paper patterns from the magazines provided an opportunity to get fashionable dresses as casual and evening ones.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
In terms of how we dress and how we shop, we could definitely learn a trick or two from the Soviets.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
Crochet and knitwear has a rich history worldwide: it’s a traditional craft and a nearly-forgotten domestic feature. Today, in the collections of major brands thick knitted pieces are worn right over bare skin, and a crochet evening gown doesn't look so out of place.
For Soviet-era housewives, knitting was their prime DIY knowhow.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
The wool was more easily-available than fabric, so they’d knit not just hats and scarves for their kids, but also complete outfits for themselves.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
The middle class increasingly idealized Western fashion, as it was visible but not easily obtainable. American-made blue jeans were an especially desirable item.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
Secondhand stores were one source of Western fashion, as visitors from the West could import goods and sell them for high profits.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
Those, who had no access to original jeans, could make analogues at home using patterns from Rigas modes.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
In 1970s the phenomenon of Soviet street fashion was born — a somewhat skewed theater of Western aesthetics and attempts at uniqueness within modest means.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
At the very top of what one might call “mainstream Soviet fashion” raged a battle between a typical Soviet style — loose and drab coats, fur and grey flannel suits —
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
— and whatever the black market would offer typical Soviet citizens — Levi’s jeans and sportswear.
Rīgas Modes, 1970s by Fashion Museum RigaFashion Museum
1970ies are over and new times and Perestroika are approaching. In 1980s Soviet society became deeply consumeristic. Western fashion trends, black market and forgery took roots there. So, 1970s were the last period of pure Soviet fashion and ideology.
Fashion Museum, Riga, Latvia
Rīga, 24–1 Grēcinieku Street, LV-1050
www.fashionmuseumriga.lv
