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The Beatles – Coolest Costumes in Rock

The Beatles
Capitol Records

When the Beatles set out to record 1967’s ‘Sgt. Pepper’s Lonely Hearts Club Band,’ they were intent on making a clean break from their former image. As you can see from this photo, they achieved this goal partially with a little help from their new wardrobes.

Burned out from Beatlemania, and vowing not to tour anymore, Paul McCartney got the idea at some point during the sessions for their most studio-exploring album yet that the band could adopt a completely different identity, and to become Sgt. Pepper’s Lonely Hearts Club Band’ instead of the Beatles. The band’s cutom-made, brightly colored military jackets were a key part of this highly visual new campaign.

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