The Style of Sound: Libertie! Egalitie! Sexualitie! The Revolution of Yé-yé
The 1960s French musical movement dubbed “Yé-yé” revolutionized the way we see the beauty in life through both song and style.
From the stage to the runway, The Style of Sound is a series that explores the intricate relationships forged between your favorite artists and their iconic fashion statements.
Written by Redding Mickler
Illustrated by Roberto Soto
It was the height of French pop rock, better known in Southern Europe as “Yé-yé” music, that revolutionized young adult style. The movement pushed feminism and freedom into the forefront during a pivotal time in society, predating what we have today. Though it was presented with a sweet, playful aesthetic, Yé-yé is more complex than what is seen on the surface.
Led by notable women — France Gall, Francois Hardy, and Sylvie Vartan, to name a few — this genre helped usher in the culture the rest of the world associates with France today. The music filled with “sexual innuendo, double entendre and deadpan humour” translated into the classic French woman chic adored by many. Birthed in the late 1950s, the genre aged into the generation notorious for reforming many social aspects of South European society. By the late 1960s, a cultural revolution led by university students rallying for sexual exploration and freedom helped end the conservative, patriarchal rule. A decade of Yé-yé music helped usher in the women's movement and bring along a sexual revolution. "Liberté! Egalité! Sexualité!” cried the French students, protesting the traditional values that ruled the country’s youth. Female passivity was fading, and it could be seen and heard in the stars of the day.
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The chanteuse cabaret style headed by Edith Piaf from the 1930s was out, while singers such as Johnny Halladay and Brigette Bardot became popular, reflecting the liberal promiscuity of the new generation. Songs were poppy, light, and full of cheeky conversation. Fashion also changed from feminine, uptight garb to a vast array of wild designs. From the young and playful ‘lolita' look, to casual, fitted, and masculine sophistication, the youth of the era experimented with a plethora of effortless tastes. Fitted turtleneck sweaters, tight jeans, and mini dresses were staples in this new wave of fashion. The Yé-yé’s and their fans were campy — their worlds seen through rose colored glasses.
Yé-yé artists hastily rose to icon status and have rested there to this day. Françoise Hardy was arguably one of the most prominent figures in this generation of French stars. Bob Dylan dedicated a poem to her, and Mick Jagger called Hardy his ideal woman. The pop star's romantic liberty and sensuality oozed from her style and music. Known for her signature fitted blazer, as well as her poetic melodies, she rode into the Yé-yé period and dominated it. Hardy’s first single, “Tous Les Garçons et les Filles," propelled her to fame sitting at No. 1 in France for 15 weeks. Her style, however, arguably became her most influential aspect. The singer sported classic fitted jeans with a button up blouse or loose turtleneck, and a simple jacket to wrap it all up. She often effortlessly wore designs by the influential Paco Robanne paired with shiny gold flats. Her music portrayed her essence like her clothing, elegant and classic in its own unique way.
The beauty of the Yé-yé movement takes form in the ever present obsession with escapism. The music cried for a looser society filled with love and free expression. Bridgette Bardot’s music pokes fun at love and how life can’t be taken too seriously. In her song “Bubble Gum,” she cooly sings how loving the same man is a pointless affair because love runs out of flavor, just like bubble gum. The songstress sings about how she doesn’t need a man, only her Harley Davidson: embodying a carefree adolescent in her lyrics. With a cigarette in hand, the movement legitimized actions with romanticized consequences and a fluffy vision of the real world. The Yé-yé’s free-spirited fixation epitomizes the ‘60s ideals of less constraint and more love among the European youth, two things coveted by this genre.
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Looking closer, what truly characterized the Yé-yé generation was its relaxed aesthetic. Simplicity paired with lyrics proclaiming real thoughts and true feelings — sultry and revolutionary. Serge Gainsbourg, a leading boy in this new wave, encapsulated the genre and its aesthetics perfectly. He sported simple brown hair and often wore minimalistic monotone sweaters or shirts. His voice was low and sensual, as he sang of love and heartbreak in Paris. With songs such as “69 annee erotique” and “Je t’aime...moi non plus,” his words and float into your soul, reflecting his sultry yet chic style of sex and class.
A saucy song with a sweet beat only becomes the trademark Yé-yé style with a uniquely comfortable-in-your-own-skin voice trailing over the tune. Each artist fully embodied their true, raw selves. And the simple, comfortable pieces worn by Yé-yé artists have given women and men the freedom to feel sexy in themselves. Embracing their own unique physical features was their extra piece of glamour, akin to make-up or accessories today. The songs and fashion didn’t need to be gaudy to be noticed, they just needed to be real.
Yé-yé confidence was well-received by the world and what was once a deeply respected, but rarely imitated style has become something of an obsession for many. A reliance on playfulness and inner beauty made this movement truly enamoring, especially combined with the emphasis put on loving yourself and being authentic.