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November 11, 2022

50 Amazing Vintage Photographs Show the Styles of Swedish Pop Group ABBA During the 1970s

Perhaps one of the biggest musical acts of all time, ABBA has remained a cultural icon for decades. ABBA is best known for the distinctive, energetic sound of their hits such as “Dancing Queen” and “Mamma Mia.” The vibrant energy of their music is mirrored by their equally distinctive style, defined by bright, metallic colors and bold silhouettes.

Many will fondly remember the super troupers vivacious outfits –– the original scandi trend setters. With looks including peplum bell bottoms and colossal platform shoes, it’s a style that has become ingrained into the fabric of our culture. While it was the very best style the 1970s had to offer, some outfits are still relevant today. And, while we’re not talking jumpsuits and capes, styles like overalls and bubble skirts are still pushing boundaries to this day.

As iconic as these outfits were, frontman Bj√∂rn Ulvaeus, admitted that the unique and vibrant style that’s synonymous with the band was a result of Swedish tax laws at the time. Swedish tax code allowed for any costumes that were so outrageous they could only be worn in performances to be categorized as tax-deductible. As a result, ABBA made their stage costumes as bold as possible, inadvertently becoming style icons.

“In my honest opinion we looked like nuts in those years. Nobody can have been as badly dressed on stage as we were.”

ABBA’s style remains incredibly relevant today, nearly five decades after the group first emerged. This is largely in part due to the success of the Mamma Mia musical and movies, featuring the group’s songs. Furthermore, as vintage style has grown more popular and 1970s fashion has reemerged in popularity, ABBA’s definitive style, from flared pants to colorful jumpsuits to animal-themed graphic tees, has become more and more relevant. In many ways, ABBA’s style has come to be representative of the 1970s as a whole, particularly in terms of disco fashion.

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