The 1970's are the beginning of an era in fashion in which anything goes. In fact, Vogue announced : "There are no rules in the fashion game now". The writer Tom Wolf called it the "Me Decade" since each individual starts wearing his own personal style that best characterizes himself . In fact, in this decade there was a strong feeling for semiotics, the concept of dress as a collection of signs which indicate the personality and life-style. Each "minority" group- blacks, women, gay- developed their own style. Radical feminists wore their "Conference and demonstration dress" which included baggy jeans, T-shirts with slogans, practical carry-all bags, and buttons in place of jewelry. Shoes were flat and square-toed, hair was not shaven in the underarms or on the legs. Radical women also paid little attention to their hair and wore no bras. This is also the first time in history that women's pant suits were accepted as stylish city wear. The gay liberation movement tried to brake down the stereotype differences between male and female by introducing cross-dressing. During this period a new subculture, the Skinheads, grew out of a late sixties British working-class group known as the mods, who were a reaction to the middle-class hippies. Another important aspect in fashion during the 70's is the introduction of multinational corporations financed by the West but dependent on Third World labor. Health, dieting and exercise became very popular. To remember: a major influence on the 70's came from the 50's.