No musician reshaped himself more boldly in the 1970s than David Bowie. In the span of ten years, he moved through half a dozen distinct artistic identities, releasing albums that sounded nothing like one another and performing in costumes that turned concerts into theater. It was a decade of deliberate, relentless reinvention.
Bowie opened the decade by shedding the folk and psychedelic sounds of the late 1960s. His 1970 album ‘The Man Who Sold the World’ hit hard with a heavy rock sound. Then came ‘Hunky Dory’ in 1971, a sharp left turn into melodic art-pop. Songs like “Changes” and “Life on Mars?” showed off the dramatic flair and sharp lyricism that would define his career.
David Bowie in wide-leg pants promoting the Hunky Dory album in London, 1971.
In 1972, Bowie introduced one of rock’s most iconic alter egos: Ziggy Stardust. Ziggy was an androgynous alien rock star, and Bowie committed to the character completely. He dyed his hair a vivid red-orange, wore futuristic costumes designed by Kansai Yamamoto, and applied bold, theatrical makeup every night. The album ‘The Rise and Fall of Ziggy Stardust and the Spiders from Mars’ gave the era its soundtrack, with tracks like “Starman,” “Moonage Daydream,” and “Suffragette City.”
David Bowie in a striped jumpsuit and platform boots as Ziggy Stardust in London, 1972.
David Bowie in an asymmetrical bodysuit performing onstage as Ziggy Stardust, 1972.
His backing band, The Spiders from Mars — guitarist Mick Ronson, bassist Trevor Bolder, and drummer Mick Woodmansey — drove the sound with raw, driving energy. The live shows were electric and theatrical, turning every venue into a spectacle.
David Bowie in lace-up boots and a printed jumpsuit being interviewed at home in Beckenham, London, 1972.David Bowie as Ziggy Stardust in concert in the US, 1972.David Bowie (Ziggy Stardust), Iggy Pop & Lou Reed, 1972.David Bowie (Ziggy Stardust) live in concert in Santa Monica, 1972.David Bowie & Mick Ronson in concert in Santa Monica, 1972.
The Ziggy era peaked and ended dramatically. In July 1973, at the Hammersmith Odeon in London, Bowie announced on stage that the night’s show would be the last Ziggy Stardust concert — stunning fans who had no idea the retirement was coming. The costumes Kansai Yamamoto designed for those final shows were among the most visually striking of the entire run.
David Bowie wearing a fringed outfit by Kansai Yamamoto performing at the Hammersmith Odeon, 1973.
David Bowie in all-white performing at The Marquee Club in London, 1973.
David Bowie in a number-printed jumpsuit on his Stardust tour, 1973.David Bowie in a billowing robe performing onstage, 1973.David Bowie in a colorful quilted outfit photographed in a New York City hotel room, 1973.David Bowie in a blue feather boa performing in Los Angeles, 1973.David Bowie in an all-white look performing in Los Angeles, 1973.
David Bowie with designer Kansai Yamamoto, 1973.
David Bowie in a Kansai Yamamoto-designed bodysuit performing at the Hammersmith Odeon, 1973.
David Bowie in a silk flared jumpsuit in New York City, 1973.David Bowie in a printed mini dress on his Ziggy Stardust/Aladdin Sane tour in London, 1973.David Bowie in an outfit by Japanese designer Kansai Yamamoto, 1973.David Bowie in a striped blazer with wide lapels, 1973.
Before retiring Ziggy, Bowie had already released ‘Aladdin Sane’ in 1973 — a harder, more experimental album shaped by his US touring experiences. He described it as “Ziggy goes to America.” Its cover featured the now-famous lightning bolt makeup. Pianist Mike Garson added a jagged, jazz-influenced edge to the record. That same year, ‘Pin Ups’ followed, covering 1960s British songs as a tribute to his musical roots.
In 1974, Bowie released ‘Diamond Dogs’, a concept album partly drawn from George Orwell’s ‘Nineteen Eighty-Four’. It moved away from glam rock toward funk and soul, and included the hit “Rebel Rebel.” The accompanying tour was his most theatrical stage production yet.
David Bowie performing as Ziggy Stardust on TV at the Delmonico Hotel, New York, 1974.David Bowie & Mick Ronson, 1973.David Bowie backstage with fans in Los Angeles, 1973.David Bowie performing as Ziggy Stardust, 1970s.David Bowie (Ziggy Stardust), 1970s.David Bowie (Ziggy Stardust) and Mick Ronson at Radio City Music Hall, New York, 1973.David Bowie signing autographs for fans in Los Angeles, 1973.David Bowie (Ziggy Stardust) and Mick Ronson at Radio City Music Hall, New York, 1973.David Bowie (Ziggy Stardust) at Radio City Music Hall, New York, 1973.David Bowie (Ziggy Stardust) at Radio City Music Hall, New York, 1973.David Bowie (Ziggy Stardust) at Radio City Music Hall, New York, 1973.David Bowie onstage in Long Beach, California, 1973.David Bowie, 1973.David Bowie’s party at the Cafe Royal, London; Lou Reed, Mick Jagger, and Lulu also present, 1973.David Bowie & Mick Ronson, 1970s.David Bowie and Mick Ronson having lunch on a train, 1973.
By 1974, Bowie’s look had shifted again — the alien glam of Ziggy replaced by sharper, more tailored clothing that matched his new sound. The Diamond Dogs tour saw him performing on an elaborate set that included a raised platform, cranes, and a miniature city skyline.
David Bowie in a blue suit performing in Los Angeles during his Diamond Dogs tour, 1974.
David Bowie in sunglasses, pictured in England, 1974.
David Bowie in a yellow suit for a promo photo, 1974.
David Bowie in a top hat, heeled boots, and overalls for his Diamond Dogs album promo, 1974.
David Bowie in suspenders and a plaid tie performing at Radio City Music Hall during the Philly Dogs Tour, 1974.
David Bowie in an eye patch and red overalls performing “Rebel Rebel” on TopPop in Hilversum, Netherlands, 1974.David Bowie in a suit and wide-brim hat for a promo photo, 1974.
David Bowie in blue slacks and cropped shirt, 1970s.
David Bowie with goggles and bike in Los Angeles, 1974.
David Bowie photoshoot for People Magazine in Los Angeles, 1974.
David Bowie in a red and white striped outfit, Los Angeles, 1974.
David Bowie in Los Angeles, 1974.
David Bowie, 1974.
David Bowie in character on the telephone in Los Angeles, 1974.
In 1975, Bowie recorded ‘Young Americans’ in Philadelphia and New York. He embraced soul and R&B fully, working with vocalist Luther Vandross and saxophonist David Sanborn. The album’s sound was smooth and groove-driven — what Bowie called “plastic soul.” The funk-laced single “Fame,” co-written with John Lennon, became his first US number-one hit. Bowie also attended the Grammy Awards that year, marking his growing profile in America.
David Bowie at the 17th Annual Grammy Awards, 1975.
That same year, Bowie made his acting debut in Nicolas Roeg’s science fiction film ‘The Man Who Fell to Earth’ (1976), playing alien Thomas Jerome Newton. Filming took place in New Mexico, and critics responded warmly to his performance. The role suited him — an otherworldly figure playing an otherworldly character.
David Bowie combing his hair on the set of The Man Who Fell to Earth, New Mexico, 1975.David Bowie on a break from filming The Man Who Fell to Earth, New Mexico, 1975.David Bowie, New Mexico, 1975.David Bowie with a microphone in Los Angeles, 1975.David Bowie on the set of The Man Who Fell to Earth, New Mexico, 1975.
David Bowie reading a script for The Man Who Fell to Earth, New Mexico, 1975.
David Bowie in Los Angeles, 1975.
David Bowie portrait in Los Angeles, 1975.David Bowie photoshoot in Los Angeles, 1975.David Bowie applying makeup for The Man Who Fell to Earth, New Mexico, 1975.David Bowie target practicing on the set of The Man Who Fell to Earth, New Mexico, 1975.David Bowie in Los Angeles, 1975.David Bowie getting makeup on the set of The Man Who Fell to Earth, New Mexico, 1975.David Bowie holding a Buster Keaton book, New Mexico, 1975.David Bowie in Los Angeles, 1975.
In 1976, ‘Station to Station’ introduced yet another identity: the Thin White Duke. The album bridged his soul period and the electronic experimentation ahead, featuring long, layered tracks like the title song and the hit “Golden Years.” Bowie then relocated to West Berlin, seeking a quieter creative environment away from the pressures of fame.
David Bowie in a jumpsuit and sneakers, 1976.
Berlin produced his most experimental work. Working with musician Brian Eno and producer Tony Visconti, Bowie recorded three albums now known as the Berlin Trilogy. ‘Low’ (1977) split its two sides between fragmented rock songs and atmospheric instrumentals built on synthesizers. ‘Heroes’ (1977), recorded at Hansa Studios near the Berlin Wall, followed a similar structure. Its anthemic title track became one of his most recognized songs. ‘Lodger’ (1979) rounded out the trilogy with more conventional song structures, including tracks like “Boys Keep Swinging” and “DJ.” Through it all, Bowie kept performing live, touring in support of the Berlin records with a look and sound far removed from Ziggy’s glam excess.
David Bowie in pleather pants performing in Oakland, California, 1978.
David Bowie in a sailor cap and parachute pants on his Low/Heroes tour at Madison Square Garden, 1978.
Heather Brown is a writer and historian with a passion for all things vintage. She shares her knowledge of the past through her blog, with a particular focus on historical photos and the stories they tell.
