The Rise of Unisex

Before the 1960s, the term “unisex” was rarely used. But with the rise of the feminist movement and the sexual revolution, clothing began to break free from traditional gender norms.

In the mid-1960s, the term “unisex” emerged to describe salons that offered similar haircuts to both men and women. By the mid-1970s, unisex fashion had become a widespread phenomenon, influencing everything from childrearing to the workplace.

Fashion as a Catalyst

Fashion played a key role in the rise of unisex. In 1968, The New York Times first used the word “unisex” to describe chunky “Monster” shoes. Soon after, department stores and catalogs created new sections for “his’n’her” clothing, featuring couples in matching outfits.

Unisex as a Reflection of Social Change

Unisex fashion was not just about confusing people. It served as a symbol of various movements that challenged traditional gender roles.

During the “peacock revolution” of the late 1960s, men embraced flamboyant patterns and colors in Edwardian shirts and tight pants. Designer Rudi Gernreich created futuristic, androgynous styles, including a topless bathing suit for women and “No-Bra Bras” without underwire or padding.

In the 1970s, unisex clothing took the form of matching patchwork denim sets and fleece “loungewear” for the whole family. This trend reflected the growing popularity of ungendered parenting, as parents sought to raise their children without the constraints of traditional gender stereotypes.

Unisex Fashion in the 21st Century

Unisex fashion waned in the mid-to-late 1970s as people sought a more conservative style during an economic downturn. However, certain unisex elements remained, such as pants for women.

In recent years, unisex fashion has experienced a revival, thanks in part to celebrities like Jaden Smith, who has worn dresses and skirts on multiple occasions. This resurgence reflects the ongoing challenges and controversies surrounding gender identity and expression.

Gender Fluidity and the Future of Fashion

Unisex fashion continues to evolve, reflecting the increasingly fluid nature of gender. Clothing is no longer solely a way to express gender but also to communicate individuality, creativity, and social consciousness.

Fashion scholar Jo Paoletti argues that rigidly gendered clothing limits our ability to express our true selves. She envisions a future where our wardrobes reflect the full range of possibilities, allowing us to dress in ways that express our inner selves and embrace our diverse identities.

Conclusion

Unisex fashion has a long and complex history, reflecting the intersection of social, political, and cultural change. It has challenged traditional gender norms, sparked controversy, and continues to evolve as a means of individual expression and social commentary.