Retro: The Culture of Revival

Often referred to but rarely defined, ‘retro’ has crept into daily usage in the past thirty years. With slogans culled from television, anthems taken from obsolete advertising jingles, and images appropriated from museum walls, retro embodies the memory of not-quite-distant days in forms that are antiquated yet vaguely familiar. In the 1980s, the late ‘60s were memorialized with paisley-patterned men’s shirts and 'plastic fantastic’ chairs. The ‘70s have reappeared in Afro hairstyles and bell-bottomed pants. More recently, the 1980s have been resurrected, celebrated alternately for the cheery brightness of its pop culture, and the techno-futurism of its cold, electronically synthesized music. In this informative and lively book, Elizabeth Guffey cuts through the ambiguities of the term retro and examines its roots, evolution and myriad manifestations. She explores how Art Nouveau experienced a campy revival almost a half century after its original decline, and how Art Deco became connected with the gimmicky glamour of Pop art. She discusses ensuing Retro revivals, from 50s fashions to 80s pop, and considers its various forms - from design, fashion, graphics and music - as well as how advertisers have capitalized on communal memories. Throughout, the book seeks to understand how and why the recent past has been transformed into a revolving door of pop historicism. Based on considerable original research and including rich anecdotal material, the book is aimed at all readers interested in retro as well as twentieth century art, design and consumer culture.