ACCEPTANCE OF OUR SOCIETY WITH UNISEX SATISFICATION
By
AHTESHAM (###)
Midterm Exam (English 4) (Dissertation)
A thesis
Submitted in partial fulfillment of the
Requirements for the degree of
Bachelors in Fashion Design
At the Asian Institute
Of Fashion Design
Karachi
April 2022
Chapter 1: Introduction
1.1. Overview:
Unisex clothing, a clothing fashion that can be worn by both males and females, mostly includes oversized
basics, loose silhouettes and neutral colours it’s the the latest fashion trends. Unisex clothing blurs the line
between menswear and womenswear. Fashion industry is become diverse. Unisex clothing being inclusive
should contain both masculine and feminine dimensions.
The concept of unisex would disturb society because former fashion was tool to differentiate gender, for all
gender there was different dress code. In 1920’s trousers were introduced and in 1970’s those pants were
accepted by women and this thing forward the concept of unisex fashion and introduce different themes i.e.
androgyny (youth oriented), mass-market retail, (T-shirts, jeans, trousers, sweaters, and jackets) and
conceptual clothing (genderless, loose, asymmetric and irregular clothing in black that placed a primacy on
garment construction and reinserted the importance of garment fabrication and the conceptual origins of
creation).
Many people believe that God create difference in male and female, so should we, they are made for each
other, but both are different from each other, we should keep this difference in all aspects including clothes. If
we create resembles in both, we will disobey God’s order. Unisex fashion rejected the tradition clothing
according to genders and people’s narrow thoughts, now they favored neutral clothing for all genders, which
stop gender constraints and focus more on virtue of youthfulness. "Unisex" first appeared in print in Life
magazine (June 21, 1968) in an article describing unisex clothing as "good fashion as well as good fun. “This
firstly was initiated by designer of Landon Halston in 1960’s other designers also encouraged him. Unisex
clothing was challenge in market where people mostly believe on cultural ethics. Unisex also send contrary
message of gender equality, female ability, and casual social interaction between men and women. Society
was scared of male and female interaction at schools, shopping centers at same store etc. according to people
unisex clothing will spoil the culture ethics of gender. They was afraid that if women wear same attire as male
then she would asked for same rights too and society can’t allow it.
Unisex clothing has so many obstacles to be accepted by market but in some context designer save it by
untouching male wardrobes and their social power, they just work on female outfits to be more efficient and
make alike them male’s outfits. Now unisex products are common in market, people are using them from
many years, it includes clothes, perfumes, sport wear etc. unisex fashion was introduced to create equality in
genders and avoid discrimination. Unisex products announce gender neutrality in market. Unisex products
include all genders: men, women, gay, straight, transgender, nonbinary, young or old people.
The genderless or unisex market is booming, and it has the potential to grow in future too. Many great
celebrities in all over world are encourage unisex fashion and the acceptance and the awareness of unisex
products only has space to grow even more in the coming years. It was also time when genderless fashion was
restricted in fashion shows of Gucci, Louis Vuitton and Vivienne Westwood. But now, all great brand such as
Zara, H&M and ASOS, launch genderless collections. Along with fashion industry, cosmetics brands are now
also considering male in their strategic decision and launch products accordingly.
Some consider that unisex clothes liberation will make their life easier and also state that can’t there be culture
where all male and females wear same button-down shirts, pants, and short hair? Crossdressing or unisex
clothing fashion is not about funny mixture of female and male clothes, it’s just clothing fashion which can be
carry by any gender.
1.2. Aim of Research
Whether there is acceptance of unisex clothing in market by society or not, is the aim of this research. Primary
data is being used by researching previous studies over this topic and secondary data will be collect through
surveys from targeted population.
1.3. Research Objective
The objectives of the research were as follow.

Unisex meaning in fashion industry.

Unisex clothing acceptance/ knowledge in society.

What are strategies to educate society about unisex concept.

To identify the percentage of society, accept the concept of unisex.

Change brought by awareness of unisex concept.
1.4. Research Question
The researches Question were as follow;

How unisex clothing is perceived by society?

What if unisex become common in market?

If people are ready to lose old concept of genders and accept unisex products?

Should genders have dress code or unisex is fine for society?

What change will be brought in society after unsex clothing?

What influence consumer to consume unisex products?
1.5. Research Problems
This research lack many things like accuracy problem, limited time for data collection, sample population is
limited in cities and institutes, among age group of 16-50. Survey outcome will be taken from this limited
population. This research only based on quantitative data but not the qualitative data, so the resulted will be
conclude by questionnaire only. For better research data could be collected from many sources in much better
ways.
1.6. Rationale of the study
The study was conducted to better understand the unisex concept and acceptance of society about unisex
concept in general and in fashion industry.
1.7. Focus of the Research
University students were main focus of study, to examine what they think of unisex concept, whether they
accept it or not, also their decisions of buying such products.
Chapter 2: Literature Review
Boys Like Pink & Girls Can Wear Blue: Shifting Paradigms in Fashion, Expression, & Gender Ideals
Themes of identity and gender always have link with fashion and expression. Formerly fashion was worked
under the power of stereotypes and create imbalance in genders. There were separate fashion lines for men
and women. But now these stereotypes are ended, and new shifts are brought in fashion world. Fashion
industry has buried the gender stereotypes and create equality for all (Thomas Kuhn). Clothes are now ending
the concept of gendering, and the freedom of expression is given to consumers through unisex fashion. There
are challenges for unisex acceptance in society because it disturbs inequalities among genders (Lisa
Santandrea). People want flexibility to express themselves in society without any inequality concept and same
they expect for clothes fashion. (Fowler, 1999). People don’t want to live anymore, in a society which is
outdated and narrow minded and restrict people in the name of gender and other factors, they want growth in
sociocultural aspects and want to express themselves through unisex fashion (Bourke).
Interdependent relationship of fashion and gender is influenced by gender norms, roles, and expressions. As
gender norms are changing in world so the restriction for fashion and it is become more fluid in world. Gender
restriction is ended in clothes. Boundaries regarding clothes are blurred now and new dimensions are widely
opened (Shelley Budgeon). Changing fashion trends challenges the preexisting gender inequal concepts.
Fashion lies on crossroads of many different subjects which includes collective and individual dimension,
subjects includes social distinction, and imitation mechanisms (Patrik Aspers and Frédéric Godart). So, we
can say that fashion is not only about threads, patterns and fabric but it is the medium to communicate oneself,
show one’s identity, expression in all ways. Gender aspect has great impact on fashion since many years
(Georg Simmel). Earlier fashion was articulated according to one’s class and gender (Leora Auslander). Earlier
in men’s clothes, sombre colors, minimal decoration, fabrics without sheen, and body obscuring forms were
used, and this indicate the power of men. With the time women urge to wear pants and from that all the journey
started and become prominent in society.
In 1930’s pants and trousers were added in women clothing, and it was used as symbol of freedom for women
(Brucculieri). Hence clothes were linked with gender role and power. Many fashion styles were introduced in
that time to represent different meanings including long hair, sported afros, braless dresses, floral prints, ruffled
shirts etc, all happened to rise the trend of unisex fashion (Hillman). What was mocked and criticized earlier
has now become normalize as the unisex fashion, which give freedom of expression regardless of any gender,
class, race etc. Unisex is fashion sense which is unique in history, it generally combining factors of male and
female dresses in one unique dress which can be carry by anyone. In Vogue magazine December 2020, Harry
Styles, was the first man solely on cover page of magazine who wore clothes that traditionally considered as
women. As unisex it is become common and widespread so the gender-bending clothes and dress like vogue
cover is increasing and challenging the gender norms of society (Betty Luther Hillman).
The fashion has changed greatly but there are expectations that some aspects which should not be change, as
the concept of masculine or feminine, but these changing movements in fashion industry scare the social
people that fashion will not remain static. (De Leeuw, Hox, and Dillman). Masculine clothes are adopted by
women and vice versa, these clothes change their meaning as it changes users. If we want to stop these shifts
then we have to keep eye on trends but also, it’s impossible to stop evolution when it is ongoing, so society
can only hope for good. Because this shift in not only about the clothes but about the outdated norms and
stereotypes and about the equality (Mauoi; Ferla; Chrisman-Campbell).
Our fashion practices reject the binary which previously dictated social order and distributed power based on
gender lines. There are still clear lines between the style of men and women but there is also choice of unisex
fashion so this growth in fashion industry should be celebrated (Felshin, 2015). This fashion shift is more than
just a change in gender ideology or fashion boundaries. It is an evolution of the ties between style, expression,
and personal identity. It is an ideology for a society where all have freedom to present their identities in
whatever style or fashion they want, which best represent their identity. They should dress in style in which
they like themselves, feel good, what fits them best without any fear of second thought. Fashion trends will
come and go but one should not fade their identity in any attire and continue the fashion movements for
identification (Collie and Rine, 2009).
Consumer Perception on Gender Equality and Designer Performance for Genderless Fashion Brands
Fashion is diverse industry and brands are growing locally and internationally and presenting their different
collections worldwide. There is paradigm shift in world by introducing genderless or unisex fashion in world.
This shift is due to changes in people’s perception about the way they dress influenced by social, cultural,
political, gender equality Samuel Kuhn (1922-1996). Earlier females were not allowed to were pants etc
because they were specifically for men. But in modern era the concept of unisex came and now all genders are
allowed to wear same clothes according to their comfort. Pants are comfortable, stylish, give freedom and
more importantly give confidence to consumer. Feminism can help designers to design genderless clothes
(Wollstonecraft, 1792). Whether society accept genderless/unisex clothes or not, had great impact on the
performance of fashion designers. When corset was rejected then the concept of women wearing men clothes
were introduced (Douglas A. Russell). Women’s rights movement supported this initiative (Russell, 1982).
There are women who want to wear men’s clothing and vice versa man who wants to wear women’s clothing
for a variety of reasons such as variations, colours, choices are more, fittings, sizes etc. but issue is whether
society accept this trend or not because it blurs the gender difference and create equality (Raymond William
and Edward Thompson). Anna Tommy unisex clothing concept is for both genders to wear the same type of
clothes, but both of the users, can make it in their own style through accessorising, mixing and fitting.
Masculine or feminine features are not express by clothes, but through individual interpretation. Consumers
can construct and communicate their own unique identity through the clothes, they wear.
Unisex is something that is not gender specific and suitable for both genders (Bem, 1981). The word introduced
in 1960 and derived from universal means for all. Hairdresser, clothing design, designer handbags, beauty
salon consumed by both genders are also often known as unisex. Unisex clothing includes I.e., T-shirts, jeans,
jackets, and others neutral size attire which fit in both genders.
Unisex concept is now accepted worldwide, and products are made accordingly. Fashion designers introduce
unisex and take one step further to show self-gender independence (Divia Harilela). Unisex was introduce for
self-expression and to seek new approaches in fashion world (Danny Chow Harilela, 2014). Today’s
generation is open minded and don’t care about gender tag. They will buy things which they like regardless of
their gender tags. Unisex fashion is becoming interesting and relevant because it is in trend and create equality.
It gives opportunity to express oneself and encourage to apply personal style without limitation of gender tags.
It is easy to use as it is available in many sizes, and you don’t need to worry about body shape (Chow). First
unisex brand was introduced by Rad Hourani Canada in 2007. Fashion is all about represent one’s identity and
the genderless collection has same concept, to show one’s identity through what you wear (Barnard 2007).
Identity characteristics can be ethnic, sexual, racial, gender, national, class and any other cultural identities.
Still genderless or unisex fashion concept is not so common it can be promote by local brands and create
awareness among consumers. Brands should not design clothes by keeping wearer in mind based on gender,
but they should show their unique designs in clothes. Unisex blur the lines of age, size and gender. Local
brands should explore markets, get knowledge and design unisex products.
An independent women loved the masculine clothes by giving a feminine touch by adding accessories.
Today’s generation is favoring unisex products and society is gradually accepting unisex concept so we can
say that there is huge potential for genderless fashion collection in local market. Fashion designers should
improve their performance to meet consumer expectation for unisex products. As gender neutrality has become
a great aspect of fashion advertising and promotion. If society accept the unisex concept and consumer
perception changes then the performance of fashion designer can improve by working on new concept of
unisex and on the taste of consumer.
Awareness on unisex clothing among fashion designers
Today’s fashion market trends are changing rapidly and so designers are required to evolve designs which are
easy to create and carried by consumers i.e. unisex. These products reduce shopping time for consumer to pick
them and also all common wardrobe for all. Unisex concept is now in trends, many international brands
launched their lines in unisex clothes (Burgess, 2001). Unisex designs are design which are particularly gender
independent designs which equalize the difference of male and female. Unisex clothing includes items which
are in color or style which can be carry by any gender and it mostly includes sweaters, t-shirts and blue jeans.
Former there were specific factors of clothes to define it for specific gender but unisex concept evolves new
fashion which can be carried by any gender (Frankfort-Nachmias & Nachmias, 1996).
The term unisex was first used in 1968 and can be defined as clothes which are suitable for both genders.
Unisex clothes may include vests, oversized blazers, oversized shirts and baggy jeans etc. Unisex fashion is
adopted by many people, and this is not gone fade with time. All brands are now adopting it with their different
offerings. Females have more demand for unisex fashion. Unisex fashion can also be called as crossover
clothing. Cultural difference and social aspect of any society can be barrier to accept unisex fashion (Nielsen
& Gwozdz, 2017).
Defining Gender Neutral Fashion
Unisex or genderless designer mostly work in masculine clothes are make them fit for women too (Lamb &
Kallal 1992). Unisex clothing fashion should examine certain factors that can be carried by both genders i.e.
angular shape, high value contrast, symmetrical balance, emphasis on waist, emphasis on arms and legs, and
use of various silhouettes. Genderless clothes should be in design in a way that they fit best for personal and
social needs of consumers (Steele, 2013).
Clothing is the way to communicate, express yourself and show your identity (Entwistle, 2015). Gender neutral
fashion or unisex try to serve all genders including transgender, nonbinary, and gender nonconforming people.
The Roots of Genderqueer Identity Through Consumption: Androgynous and Unisex Fashion in the
20th Century
Genderqueer consumers or unisex products supporters are now great segment of market. Genderqueerness
occur through clothing and grooming choices and show complex identity of person (Butler, 1999).
Genderqueer is a word which define as gender beyond the traditional male/female, it includes notions of
ungendered or genderless, binary, gender-blending or blurring, as well as bigender or third gender. On the
other hand, unisex is the consumer product which is offered to both genders (Zimmerman 1987). Effects of
clothing in social interaction is called symbolic interactionism (Johnson, Crutsinger, and Workman 1995).
Ambiguous gender performativity is part of process when consumer adopt unisex clothing, accessories, and
personal grooming (Butler 1999). Jeans and a hoodie have introduced genderqueer identity among the society
(Hall and Jefferson, 2006). Dress worn according to social group i.e. gender (Barthes 2006). Process of
reconstituting objects as norms within gender variant consumer groups (Ozanne and Murray (1995).
We are exploring fashion history throughout the 20th Century and looking for evidence of social acceptance
of fashions that allow for ambiguity about the wearer’s gender (Barthes, 2006). 1910’s design with the
adoption of more masculine styles and carried by women (Mendes and de la Haye, 2009). Trousers for women
is also example of feminized adoption of men’s styles. Women adopt feminized version of male’s style so
efficiently (Cf. Johnson, Crutsinger, and Workman (1995); Cash (1985); Forsythe, Drake and Cox (1984). In
1960’s and 1970’s widespread adoption had occurred among women, of blue jeans as a youth movement
uniform for workplace and their clothes were indistinguishable from menswear. Blue jeans acceptance was
increase for both male and female. Bell bottoms and long hairs were also adopted by both genders, it creates
confusion and gender disrupting and there was no such thing as feminized or masculinized (Welters and
Cunningham (2005) cite Joyce Johnson (1983). Clothing and hairstyles are important symbols, which create
stereotypes about genders. People adopt the style, then it diffuses in society and then commercialization and
exploitation occur of societal norms (Stanley Cohen’s (2011). The market is now providing fashions that are
ungendered and not modelled by individuals of a clear gender binary, but they are clearly unisex (Barthes,
2006).