Written By: Liz Ronk

Every February, in the very depths of winter, Sports Illustrated unveils its storied swimsuit issue. And when that issue comes out, the media print, online, TV, radio, semaphore, you name it, takes notice. There are, one can state with a certain degree of confidence, several reasons for the attention that the swimsuit issue garners:

First: It seems the women are quite attractive.

Second: The bathing suits, while barely there, evidently appeal to a number of people perhaps even to women.

Third: The swimsuit issue has a surprisingly long history especially in the magazine world where, with a few notable exceptions, franchises come and go with dismaying rapidity. 

Finally: There are the women. Wait . . . perhaps we mentioned that already?

Here, in tribute to SI’s swimsuit issue, and in recognition that in its own way LIFE magazine also took pains to chronicle youthful frolics in sand and surf, LIFE.com presents a series of photos made by Co Rentmeester in California in 1970.

There’s a certain innocence about these pictures that signals, right away, that they were made long, long ago. Sure, it’s California in the post-Manson, post-Altamont years, when the California Dream was souring and the airy promises of the Sixties were fading. But even the onslaught of hard drugs and pseudo-revolutionary nihilism that subsumed much of the counterculture in the early “70s could not entirely wipe away what had always drawn people to the Golden State. Namely, an uncomplicated joy in the pleasures of sunshine, sensuality and the illusion of eternal youth.

And if the California Dream really is just that: a dream? Well, honestly who cares?

CALIFORNIA GIRLS

CALIFORNIA GIRLS

Co Rentmeester / LIFE Picture Collection via Shutterstock

1200440.jpg

1200440.jpg

Co Rentmeester / LIFE Picture Collection via Shutterstock

1131459.jpg

1131459.jpg

Co Rentmeester / LIFE Picture Collection via Shutterstock

1200438.jpg

1200438.jpg

Co Rentmeester / LIFE Picture Collection via Shutterstock

1200442.jpg

1200442.jpg

Co Rentmeester / LIFE Picture Collection via Shutterstock

California, 1970.

California, 1970.

Co Rentmeester / LIFE Picture Collection via Shutterstock

California, 1970.

California, 1970.

Co Rentmeester / LIFE Picture Collection via Shutterstock

California, 1970.

California, 1970.

Co Rentmeester / LIFE Picture Collection via Shutterstock

California, 1970.

California, 1970.

Co Rentmeester / LIFE Picture Collection via Shutterstock

California, 1970.

California, 1970.

Co Rentmeester / LIFE Picture Collection via Shutterstock

More Like This

lifestyle

A Baseball Photographer With a Wandering Eye

lifestyle

“Fluttery in the Stomach”: Capturing The First Weeks of College

lifestyle

All Together Now: The Highs and Lows of A One-Room Schoolhouse

lifestyle

New Jersey Turnpike: The Building of a “Superroad”

Route 30 Nebraska, USA, 1948. lifestyle

This Land is Your Land: LIFE Photos From All 50 States

lifestyle

“Baldy and the Long Hairs”: A Very 1950s Casting Call