As with other areas of American popular culture, fashion underwent a real transition in the 1960s, from conservatism to excess, from social conformity (doing what society expects) to individuality ("doing your own thing"). The fashion icon (symbol of fashion) of the first years of the decade was first lady Jacqueline Kennedy (1929–1994), wife of the popular young president John F. Kennedy (1917–1963). Jacqueline Kennedy, with her simple yet tasteful clothes, was featured in most of the popular fashion magazines of the day. However, the refined conservatism of the first lady soon gave way to much bolder styles.
Around 1964, British designer Mary Quant (1934–) designed the "mod look," which became especially popular among young women. Miniskirts, brightly colored dresses, dark eye makeup, and wild blouses, stockings, and accessories became the rage. Styles shifted rapidly from year to year. A thin, mod British model named Twiggy (1949–) soon replaced Jackie Kennedy as the dominant fashion trendsetter. As the women's rights movement gained influence, women also grew more independent in their fashion choices. Some women went braless, and many began to wear pants for the first time.
Men, too, were affected by the new freedom in fashion. The buzz cut went out of style as the dominant haircut for men, and men increasingly went to stylists instead of barbers to keep their hair in fashion. By the end of the decade, male hippies could be seen wearing their extremely long hair in ponytails. The gray flannel suit also went out of style as men sought new options, even in business wear. Ties grew wider and colors bolder. Among young men, jeans and a T-shirt remained the most popular clothing choice.