Liberation In Layers written and designed by Jane Teska


A Decade of Transformation


The 1960s were a time of profound transformation, particularly in America. The United States experienced the civil rights movement, occupation in the Vietnam War, the uprising of anti-war protests, counterculture movements, political assassinations, and the sexual liberation movement. In particular, the 1960s would see a significant loosening of strict moral standards surrounding sex and sexuality. This period embraced a more open acceptance of premarital sex, the exploration of queer identities and homosexuality, masturbation, and various contraceptive methods–including the birth control pill and abortion. Women, specifically, found greater freedom to explore their sexuality outside the confines of traditional marriage.


Pre-Revolution Morals



Prior to this sexual revolution, morals were much more restrictive both in the United States and globally. The post-World War II era, while marked by economic growth and prosperity, also imposed tight moral values in Western societies. It was within this context that paper dresses emerged; not merely as a novelty in the fashion world, but as powerful symbols of the era’s shifting attitudes towards sexuality and individualism. Paper dresses of the 1960s challenged traditional fashion norms and symbolized the sexual liberation of the time and women’s newfound freedom.


01.
1960s Waste Basket Boutique Paper Dress by 
Mars Manufacturing Company of Ashville, 
North Carolina, ca. 1966.


02. 
A Mars of Asheville dress that was customized with original drawings. Image courtesy Jonathan Walford and the Fashion History Museum, Cambridge, Ontario.

03.
JOHN ROMAIN Large Tweed Leather
Structured Satchel Bag. 





The Emergence of Paper Dresses



In 1966, the Scott Paper Company, primarily known for its production of paper towels and toilet paper, made an unexpected foray into the world of fashion. They introduced the first paper dress as part of a marketing campaign, offering a brightly colored, disposable garment for just $1.25 along with the purchase of their paper products. This promotional gimmick was an instant hit, and the paper dress quickly became a sensation, capturing the imagination of the public and the media alike.







These dresses were made from a non-woven fabric known as Dura-Weve, a blend of cellulose and rayon, which was durable enough for short-term wear, yet cheap enough to be disposable. The materials used allowed for vibrant colors and bold graphic prints that resonated with the pop art movement of the 1960s. Designs often featured psychedelic patterns, floral motifs, and abstract art, which appealed to the rebellious youth of the decade. The appeal of these dresses lay in their novelty and convenience—no need for washing or ironing, simply wear and discard. The idea of disposable fashion resonated with the fast-paced, consumer-driven culture of the 1960s.

Fashion as a Form of Rebellion


The rise of struggles within this era regarding gender, race, and war, all challenged the status quo and traditional values of American society. Within this environment, fashion became a means of self-expression and rebellion. The emergence of paper dresses coincided with these broader societal shifts, making them more than just a fashion trend—they were symbols of innovation and change. Women, in particular, found themselves at the forefront of this movement, challenging the traditional roles that had confined them to the domestic sphere and restricted their sexual autonomy. The lightweight, playful nature of paper dresses made them a perfect vehicle for expressing this newfound freedom. The very act of wearing a paper dress was a statement of rebellion against societal norms. It signaled a rejection of the idea that women’s clothing needed to be modest, durable, and functional, and instead embraced a more carefree and experimental approach to fashion.


“Towards the end of the decade, hippy             
  culture began to foster distaste for                
  consumerist, throwaway ideas. By the 
  end of 1968, the ‘paper caper’ garments 
  that had been so popular only two years 
  earlier had become yesterday’s news.”
    Credit to the V&A Museum for
    insights on the cultural significance 
    of 1960s paper dresses.

A Legacy Left Behind



The 1960s paper dress phenomenon was more than just a fleeting fashion trend; it mirrored the era’s sweeping cultural shifts. Paper dresses of the 1960s challenged traditional fashion norms and symbolized the sexual liberation of the time and women’s newfound freedom. As women sought to redefine their roles in society, fashion became a powerful tool for expressing these changes. The paper dress, with its disposable nature and bold designs, represented a break from convention and an embrace of individuality. This impactful garment captured the themes 
of an entire decade marked by innovation, rebellion, and significant social change. It is 
a reminder that something as simple as clothing can become a symbol of broader societal shifts.

Acknowledgments:
Credit to ATOPOS cvc for their extensive archive of 1960s paper dresses and to AIGA Eye on Design for discussing the evolution of the dress.

Pictured left:
Demonstrators remove their bras during an anti-bra protest outside a San Francisco department store in 1969.

Bettmann / Bettmann Archive























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