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During the 1970s the eclecticism of the previous decade continued and influences from subcultures dominated fashion. The Vietnam War ended in 1973 and the first Earth Day was celebrated in 1974. The hippie subculture emphasized environmental awareness and social acceptance, translating into the popularity of natural fibers and earth tones, loose garments, blue jeans, and ethnic influences in dress. Peasant blouses and skirts and psychedelic prints were popular, as well as historic revival styles.
For the most part, clothing was loose and unstructured compared to previous decades. Skirts came in a variety of lengths—mini, midi, or maxi—although the mini and maxi were the most popular. Unisex styles in clothing became a trend and were perpetuated by Diane Keaton’s character in the 1977 film, Annie Hall. Trousers and blue jeans were worn by women more than ever before.
In the late 1970s, music styles such as glam rock, disco, and punk influenced fashion and resulted in flashy, often shocking styles. Designer jeans arrived on the market, resulting in the birth of “licensing” for non-fashion products. Polyester was the other preferred textile for trousers.
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