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    Pretty Vacant

    Pincerna is a British brand through and through, it’s not something that can even come into question. More so it is a brand that is enthusiastic about embracing and embodying British culture, not just as it is now but also as we have known it throughout history. Britain has seen some truly iconic eras. In the last BBB post I talked about how powerful scent is, how it can make people think of something specific, including but not limited to periods of time. The 60s, 70s, 80s , etc., all have an abundance of smells that are associated with their time, amazingly, elements of these scents can be manipulated and formed into nostalgic perfumes; if you’re clever enough that is. As it happens Pao is clever enough, I’d suggest checking out his ‘Pretty Vacant’ perfume oil.

    As the attitudes of the people of Britain evolve, so does the music, the fashion and the overall vibe of the country. This has happened countless times throughout British history, but there are undoubtedly more notable periods than others. Think of the mid seventies, a time which is not always remembered  favourably, but amidst the angsty youth and the reluctant transitional period from the 60s, some wonderful things were happening. Without knowing it the 70s were solidifying their reputation as one of the most revolutionary decades in the future minds of the British. Mods, rockers and ageing Teddy Boys are what comes to mind for me when I think of 70s Britain. Unfortunately I wasn’t alive for any of it and I know there was far more going on than just music and fashion clashes, but my own perception of the era is a testament to what gives these time periods their lasting impressions, the things that stand out years later. In this instance it is The birth of Punk. The way that the music was evolving back then signified a huge step away from the soft, comforting sixties and confronted people with a more raw and unaccepting perspective of society. Gentle bands such as The Beatles, The Kinks and The Monkees were still relevant, but found themselves being pushed to one side by angrier, edgier music that came from The Sex Pistols, The Cure and The Clash, to name a few.

    The 70s are the decade that are viewed as being the long hangover from the 60s, whilst there may be truth in this it’s impossible to think of it as the bleak, depressing decade that it’s portrayed as. Along with the new angry music there was new angry fashion; spiky hair, heavy boots and tight trousers stood out amongst a sea of flares and elaborate shirts. Punk fashion was just starting to find it’s feet in the 70s, but the restrictive clothing represented a freedom that young people of Britain were trying to claim for themselves; almost 50 years later it’s still obviously present in our own clothing culture, and what was started back then has been developed, refined and moulded into something that fits into 2018. Punk isn’t dead, as they say.

    It’s impossible to encompass even a fraction of British culture in one short blog post, so instead I’ll be taking elements over a series of posts and exploring the rich history of British fashion, food and beauty trends. It may seem out of place in a cosmetics blog but looking at the evolving British style (and this includes a lot of different areas) is hugely important because each social change has an effect on the way that people interact with different parts of society, including the way that they consume and what they want from their products and the associated brands. As a truly British company it is not only important that Pincerna keeps up with the fluid culture of the UK, but also stays ahead of the game, setting it’s own trends and creating new, iconic paths.

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