Innovation Potential: The fashion industry now has the potential to make the entire industry unisex. It could be that in 10 years from now men’s and women’s clothes will be more similar in looks and cuts. Recently men’s wear has been taking on more of a femme look, with longer blouses, using femme patterns etc.
Basic Needs: Individualism, independence, freedom of expression.
Drivers of Change: Acceptance of LGBT, change in femme fashion industry. Media socialites embracing the garconne look, female celebs such as Nicole Kidman, Rita Ora and Teyanna Taylor are all celebs that rock the garconne look more often than their femme looks.
Emerging Consumer Expectations: More and more women are embracing different styles of fashion that are less seductive. Retro fashion has been making a comeback with pieces that resemble the garconne look. Women are now finding it more and more appealing to wear cuts and shapes suited for men, where-as 10 years ago it was all about framing the womans shape.
Inspiration: Garconne came from the 1920’s flapper trend. H&M, well-known retail stores are advertising their female models in this look more often. Recently Bijenkorf has been using faceless models with female silhouettes in unisex fashion. It is a big trend in haute fashion to have gender ambiguous models on their runways. This is translating to mass market in the forms of advertisements and marketing of the look.
Target Groups: fashion students, retail stores, fashion savvy consumers, fashion trend watchers, LGBT nation.
Garconne Fashion
& Feminism