ABBA Conquers The World In The 1970s: How Swede It Was
By | June 4, 2019
ABBA was a Swedish pop quartet that became a global phenomenon thanks to hits like "Mamma Mia," "Dancing Queen," "Waterloo" and "Take A Chance On Me." As it turned out, group members Agnetha Fältskog, Björn Ulvaeus, Benny Andersson and Anni-Frid Lyngstad were not just talented musicians, but shrewd marketers as well, figuring out a way to appeal to a worldwide audience without losing their Swedishness. When pop gave way to disco, ABBA was already ahead of the curve. Their story is one of a group that adapted, innovated, and never gave up.
That ABBA Look
ABBA created their own look and fashion that was largely a departure from '70s trends of the time, and actually foreshadowed '80s trends. While the rock-star look was often shaggy and bohemian in the post-Woodstock years, ABBA took the stage in hot pants, jumpsuits, glitter, and of course, pantsuits, all in vibrant colors. The costumey and vaguely futuristic appeal was no accident -- it was actually driven by Swedish tax law. The group was allowed to deduct the cost of the clothes they wore for their performances, as long as they were so outrageous they could not wear them in their regular lives., they created quite a presence on the stage.
Their outfits seemed appropriate for their energetic songs, simply adding to the sheer joy of their music. And they were saving on their taxes!