Exploring ABBA’s Outrageously Expressive Fashion
Perhaps one of the biggest musical acts of all time, Swedish pop group ABBA has remained a cultural icon for decades. ABBA is best known for the distinctive, energetic sound of their hits such as “Dancing Queen” and “Mamma Mia.” The vibrant energy of their music is mirrored by their equally distinctive style, defined by bright, metallic colors and bold silhouettes.
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The outrageously expressive aesthetic of ABBA’s style has proven incredibly divisive. On the one hand, critics have described ABBA’s costumes as tacky and unappealing. Band member Björn Ulvaeus himself has expressed public contempt for the group’s outfits, recently commenting, “In my honest opinion we looked like nuts in those years. Nobody can have been as badly dressed on stage as we were.” By contrast, fans have come to appreciate how bold and funky the group’s outfits are. Millions of fans have visited the ABBA Museum in Sweden, where ABBA’s original costumes are displayed, and many have also been inspired to recreate the group’s more iconic outfits.
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Interestingly enough, ABBA’s defining style arose not out of sartorial intent but due to the tax-deductible convenience of the outfits. Swedish tax code allowed for any costumes that were so outrageous they could only be worn in performances to be categorized as tax-deductible. As a result, ABBA made their stage costumes as bold as possible, inadvertently becoming style icons.
ABBA’s style remains incredibly relevant today, nearly five decades after the group first emerged. This is largely in part due to the success of the Mamma Mia musical and movies, featuring the group’s songs. Furthermore, as vintage style has grown more popular and ‘70s fashion has reemerged in popularity, ABBA’s definitive style, from flared pants to colorful jumpsuits to animal-themed graphic tees, has become more and more relevant. In many ways, ABBA’s style has come to be representative of the ‘70s as a whole, particularly in terms of disco fashion.
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The role that ABBA’s costumes have played in developing the group’s image is an important example of how musicians are often defined just as much by their clothes as by their music. Around the same time that ABBA was active, other artists such as Elton John and David Bowie were pushing boundaries with their flamboyant styles. In more recent years, artists such as Lady Gaga and Katy Perry have rocked the boat with their outrageous stage costumes. For these artists, performance goes beyond just the music they sing - their role as performers is enhanced by the often outlandish costumes they choose to wear.
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