The Ghost of Glamour Past
Before Instagram influencers documented their every move, there was the jet set. In the 1970s, a cohort of stylish, wealthy, and well-connected individuals treated the world as their personal playground. They moved fluidly between St. Tropez, Marrakesh,
Acapulco, and Gstaad, their lives captured by the lens of society photographer Slim Aarons. Figures like Talitha and Paul Getty, Bianca Jagger, and Jane Birkin defined an era of aristocratic bohemia. Theirs was a style born of privilege but defined by a rebellious ease. They rejected the buttoned-up formality of previous generations, opting instead for a wardrobe that was as luxurious as it was relaxed. This wasn't just about travel; it was about living a beautiful life, and dressing the part was non-negotiable.
Unpacking the Aesthetic
The 1970s jet-set uniform was a masterclass in high-low, louche elegance. The undisputed hero piece was the caftan. Whether in block-colored silk or an intricate bohemian print, it was the ultimate day-to-night garment, perfect for lounging by the pool or hosting an impromptu dinner party. Alongside it were high-waisted, wide-leg palazzo pants, often paired with a simple halter top or a silk blouse tied at the waist. Fabrics were key: flowing silks, breathable linens, and tactile crochet and macramé added texture and movement. The color palette was rich and sun-bleached, full of terracotta, turquoise, saffron, and brilliant white. Accessories were bold but never cluttered: oversized sunglasses, silk scarves worn as headbands or tied to a basket bag, and statement jewelry, often picked up from a market in some far-flung locale. The look was worldly, confident, and unapologetically dramatic.
Why Now? The Modern Revival
So why is this half-century-old aesthetic having such a powerful resurgence? Part of it is pure escapism. In a world of constant connectivity and post-pandemic fatigue, the fantasy of a languid, unbothered life in the sun is more appealing than ever. The 70s jet-set look embodies a freedom—from office wear, from constricting silhouettes, and from the anxieties of the everyday. Fashion always responds to cultural shifts, and the current move towards more comfortable, versatile, and yet expressive clothing finds its perfect ancestor in this style. Brands from high fashion to the high street are tapping into this mood, with designers like Tory Burch, Johanna Ortiz, and Zimmermann building entire collections around printed silks, flowing silhouettes, and an air of vacation-ready opulence. It’s a style that feels both aspirational and surprisingly practical for a modern wardrobe.
Dressing the Part, Not the Costume
The key to adopting the modern jet-set look is to capture the spirit without creating a period costume. You don't need a villa in Capri to make it work. Start with one key piece. A beautifully printed caftan or tunic can be thrown over a swimsuit, but it can also be belted and worn with espadrilles for dinner. A pair of linen palazzo pants feels instantly chic when paired with a simple tank top or even a crisp white t-shirt. The goal is to channel the attitude: a blend of confidence and ease. Think about texture and silhouette. Let the clothes move with you. And don't forget the power of a great accessory. A pair of dramatic sunglasses or a colorful silk scarf can instantly elevate a simple outfit, giving it that well-traveled, collected-over-time feel that is the true essence of jet-set style.
