Leonid Brezhnev's Humanizing Touch on Soviet Fashion Leonid Brezhnev's tenure as Soviet leader from 1964 to 1982 was marked by a series of policies aimed at improving the lives of ordinary citizens.
While often remembered for its authoritarianism, the Brezhnev era also saw significant investments in consumer culture and fashion that had a lasting impact on Soviet society.
The rise of consumer culture in the USSR under Brezhnev's rule was a departure from the austere and utilitarian ethos of earlier decades.