Breaking Gender Norms: Unisex Fashion – Fashion houses blurring the line between menswear and womenswear is nothing new. However, society’s understanding of gender, sexuality and social norms is moving to a place of inclusion and open-mindedness. Gender-neutral fashion has become somewhat normal in the industry, thanks to the popularity of the brand and the popularity of celebrities.
Over the years, we’ve seen women’s clothing transition to masculine silhouettes and suits. Now, in the era of new wave feminism, women’s clothing has once again become a stage for power dressing and individualism. Men’s outfits are also moving to typically feminine palettes and materials. More and more androgynous clothing is seen on the runway, combining both traditional men’s and women’s clothing in different designs.
Breaking Gender Norms: Unisex Fashion
Celebrities like Jaden Smith are pioneering this movement by wearing dresses, skirts and heels at various red carpet events. Smith tweeted about these looks to explain why she wears clothes she identifies with: “If I want to wear a dress, I will, and it’s going to make a new wave…”
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Gender neutral fashion is not necessarily a concept of traditional women’s clothing on men and on the contrary, it creates clothing lines that relate to both genders with the freedom and openness that anyone can wear the clothes. Gender neutral clothing does not force people into a box. It is an inappropriate notion that pushes gender boundaries by making them limitless; mixing traditional pieces with non-traditional designs and giving freedom of expression.
Luxury brands There are 127 processes involved in the production of one #Burberry trench coat. Cosima wears a vintage check hat with The Westminster classic honey; Yusuf wears a graffiti bucket hat with The Chelsea in classic honey. Styled by RĂşben Moreira for #Burberry. Photographed in Thurstan Redding’s new #BurberryPhoto series. A post shared by The #TrenchReimagined Burberry (@burberry) on Apr 5, 2018 at 1:27am PDT
As most movements in the fashion industry start out, they tend to be influenced by high-profile luxury brands that pave the way. The gender neutral wave has become a seasonal expectation and fashion houses such as Vivienne Westwood, Louis Vuitton and Burberry have all made conscious decisions to stretch the gender divide when creating lines that suit everyone.
In Burberry’s recent campaign, we see a gender-neutral effect in both the clothing and campaign shots. The campaign features several individuals (male and female identifying) looking away from the camera, making it difficult to decipher a specific gender. Each pair is wearing the same jacket, reinforcing the idea that clothing is not defined by a particular gender. The campaign marks a key shift for the traditional brand as Riccardo Tisci (formally Givenchy) launches his first collection with the British fashion house.
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In January 2014, couture designer Rad Hourani designed the first unisex collection recognized by the Chambre Syndicale de la Haute Couture. Hourani distinguishes between unisex and androgyny, two terms that are often used interchangeably: “Androgyny is a style,” she said. “Unisex removes all restrictions.”
On the Runway CLASS KLOWNS 🤡 🎩🎪 A post shared by @moschino Jeremy Scott (@itsjeremyscott) on Jun 18, 2018 at 2:13pm PDT
Another influence on the rise of gender neutral fashion is the sudden merging of men’s and women’s fashion weeks. Traditionally, they have performed separately in New York, London, Milan and Paris; but due to the intertwined nature of modern fashion, this idea is no longer economical for fashion houses. Designers like Jeremy Scott at Moschino are taking the opportunity to push runway boundaries by embracing interlocking runways as models walk down menswear, womenswear and neutral pieces in a variety of designs that are individualized by different genders.
“Designers challenging preconceived notions of gender or simply recognizing that men’s collections appeal to the female consumer is a trend that will continue,” says British Fashion Council chief executive Caroline Rush of the merger between fashion weeks and fashion weeks. benefits for fashion houses. “For example, Craig Green has started using female models to showcase their collections to attract their existing female customers.”
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Chain stores have taken the cue from their high-fashion counterparts to accommodate gender-stereotypical clothing for those who don’t fit. Global powerhouse H&M released a nineteen-piece collection called Denim United, featuring everything from long chambray shirt dresses to Capri shorts and hoodies, all of which aren’t designed or marketed to any particular gender identity.
Marybeth Schmitt, a spokeswoman for H&M, explained the need for this collection: “It’s very natural that we launch a unisex collection because fashion is constantly evolving and intersecting… nowadays we see that democratic style has no boundaries.”
Gender-neutral fashion at chain stores like H&M allows more people to express their freedom to identify with their choice and dress comfortably in a judgment-free space.
Retail giant Selfridges & Co slowly promoted gender-neutral fashion to close the gap between its men’s and women’s departments. In 2015, Selfridges launched a campaign called
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, which celebrates the liberating gender transition and its impact on the way we dress and shop.
Is a store space that strips back the ingenuity of women’s and men’s structured clothing. All clothes are packed in a small package to avoid the prejudices that usually tempt you to buy.
“Initially, we saw men shopping on the women’s floor and vice versa,” says womenswear buying manager Heather Gramston, “but now this has evolved with designers responding more flexibly to gender—especially streetwear—and also breaking down structures, such as separate men’s and women’s runway shows.”
Although Selfridges has only dedicated part of the store to gender-neutral marketing, it still blurs the lines between the two separate departments. Earlier this year, gender-neutral store Phluid opened in Manhattan with the goal of creating a safe, gender-neutral space for those who want to experiment with non-conforming silhouettes, accessories and makeup.
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In the new NoHo store, the clothes are divided aesthetically, according to color and materials, not according to men’s and women’s departments. Brands such as Gypsy Sport, Oak, Dr Martens and more sit alongside Phluid’s in-house brand, which sells everything from skirts to denim overalls, accessible and open to all.
The owner, Rob Smith, describes the need for the store as an open, non-judgmental experience for those who want to try on clothes and not conform to most stores telling people what they should wear based on their gender. gender-neutral brands in the world, most at $500 and up, so it was a challenge to find a product that was accessible to young people.”
The next generation of gender neutral fashion We’re really excited about this announcement from John Lewis! Along with upcoming changes from Clarks Shoes, THIS… https://t.co/3mDf87A4vK — LetClothesBeClothes (@letclothesbe) September 2, 2017
The next generation seems to be more progressive than the next. UK department store John Lewis has ditched the labels for “boys” and “girls” clothing to reduce gender stereotyping, and instead markets it as “Girls & Boys” clothing across all labels. Signs throughout the store have also been removed so that children can move freely without being directed to one area. A new series of gender-neutral pieces has also been introduced to the store.
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Caroline Bettis, head of childrenswear at John Lewis, explains the decision: “We don’t want to reinforce gender stereotypes in our John Lewis collections, but we want to offer our customers more choice and versatility so that a parent or a child can choose what they like to wear.”
The decision to do so is simple: to let “kids be kids” and “a t-shirt be a t-shirt” without preconceived gender meaning.
The Last Fashion Bible is an interactive hub of fashion and lifestyle video content, featuring both international and local shows, editorials, interviews, how-tos and more. As attitudes towards gender continue to evolve, so does the fashion industry’s approach to gender-based fashion, creating a more inclusive and diverse fashion landscape. In the coming years, we can expect to see more and more of this. Gender-fluid fashion is gaining more and more traction with consumers’ changing understanding of gender identity and expression. For many brands and retailers, blurring the lines between menswear and womenswear requires rethinking product design, marketing, and in-store and digital shopping experiences. This article will give you an understanding of why gender-based fashion is no longer just a trend, but a reality.
Has spoken to industry expert: Thorn de Vries, who shares his insights on gender fashion and sheds light on strategies brands can implement. So if you want to dive into this important matter, this article is for you.
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Thorn de Vries is a Dutch actor, drag king and activist. Thorn, who is non-binary, played the first non-binary character in a Dutch TV series and co-wrote the book “FAQ Gender” with partner Mandy Woelkens (Linda Meiden’s editor-in-chief). They are asked as an odd couple
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