Power Dressing For Men...

My, what big shoulders you have, Mr Robinson. Sorry, I mean Donovan. 

Shoulder pads were part of the "Power Dressing" image. The phrase was first recorded in 1980, according to the Twentieth Century Book of Words by John Ayto (Oxford, 1999). Back then, it meant a smart, efficient look for executive women. But as the 1980s continued the shoulders grew and grew. And some men (like me) got in on the act. The pads had to be large. We wanted BIG, BIG shoulders.

Us men who got the padded look thought we looked great - and our gigantic shoulders made our beer bellies (not that Jason Donovan had one!) look much smaller.

Bliss.
Men's fashion as featured in a 1987 advertisement... I loved it all... why are you laughing?!
- More absolutely gorgeous 1987 clobber!