Word: mods
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Dates: during 1960-1969
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...Mod Mesta. Socially, Nixon's Washington still has only slightly more panache than a San Clemente Chamber of Commerce meeting. But even on that front, a certain style is developing. Pat Nixon, who once had the catty Women's Wear Daily sniping because she refused to be a clotheshorse, has now had to protest that she did not, in fact, sink $19,000 into couture last year. Actually, says Pat, she came to Washington with some clothes "left over from before that people hadn't seen because we didn't live here...
Emerging as the mod Mesta of Nixon's Washington is Barbara Howar, a 35 year-old divorcee who played the same game in the Johnson years. Lady Bird cashiered her after Barbara gave one interview too many about the Johnsons. Now Barbara appears all over Washington, often on the arm of White House Foreign Affairs Adviser Henry Kissinger, who rather improbably has become one of the liveliest figures of the new Washington society...
With my second production, The Empire Builders, I made use of all the physical aids which were available at the Loeb, trying to incorporate as much of the technical aspects as possible to inject the highest degree of mod Americana into the production. Relevancy was to me then the most important criterion...
...there such a voracious demand for new products? The growth of affluence, travel, education and technology, plus saturation television advertising, have contributed to greater consumption. Items to exploit the anti-Establishment values of the youth market-mod clothes, poster art-and the comfort-seeking wants of the increasing number of old people added further to the product crush. As new products proliferate, consumer confusion intensifies and brand loyalty erodes, leading to the creation of still more new items...
...just saw the new issue of Cosmopolitan. For those of us who still don't feel clean enough, there is a new product on the market-a mod douche. Called "Cupid's Quiver," these "pre-measured sachets of liquid concentrate" come in four flavors: Orange Blossom, Raspherry, Jasmine and Champagne. "Relax," the ad commands. "And enjoy the revolution...