1970

The 1970s saw the continuation of social changes with advances in civil rights and increased emphasis on womens’ issues. More women entered the workforce. Jantzen recognized that the working woman wanted attractive beachwear for weekends and vacations. As some resort areas called for dressier attire, accessories became important. Swim separates, cover-ups, full-length beach skirts and caftans completed many swimsuit ensembles. Colors were vivid! Bright, floral prints and patterns continued to be fashionable.