This literature review is about one special fashion design style, Androgyny, and examines whether Androgyny is a macro trend in current time. The literature review would study in 7 existing research articles, industry reports, news and other relevant resources, such as online blogs. And by reviewing and evaluating these resources, the research question is expected to be answered.
The nine resources are mainly from 5 trustable and useful databases, media and online platforms that are relatively credible among the publics or the professionals in fashion field. They are BBC, CNN, Vogue, Euromonitor, WGSN and Mintel. As it is known, BBC and CNN are both famous international media focusing on wide range of fields including fashion field, while Vogue is also a well-known medium in the world that focus on fashion field. WGSN is an outstanding fashion trend analysing and forecasting service provider and widely recommended in the fashion field. While Mintel and Euromonitor are both market research service and consulting companies providing reliable market data and trend analysis.
According to the explanation given by Comfort (2016), Androgyny was redifined in the fashion world a long time ago and recently it seems to be a restarting trend for fashion designers who would like to work on their clothes without strict limitations for which genders. They encourage the mannish-looking female fashion style as well as the girlish genleman fashion style in their designs. This article published on Vogue, it gave a clear explanation on Androgyny design and acclaimed it as a potential trend in the fashion world. However the article was not written in rigorous way, which reduces its values for serious academic study.
In Euromonitor International’s report, “TOP 10 CONSUMER TRENDS FOR 2013”, it point out the gender fluidity in No. 5 trend and acclaimed that androgyny fashion design is a renaissance as there are increasing numbers of brands launching their unisex garments, such as American Apparel and Uniqlo. This article is closely relevant to the research topic, the resource is reliable and presentation is rigorous, however it was in 2013, which may be out-of-date for the changeful fashion trend. In another Euromonitor International’s report, “Future watch: Gender-neutral consumption”, the Androgyny fashion trend was also pointed out and proved by using the latest designs of several big brands, such as Yves Saint Laurent, Lanvin, Kenzo, Karl Lagerfeld and Rick Owens that were using several feminine design icons in their male fashion products. However, same with the former report, this report was also published in 2011, which may be even less time-effective. Coincidentally, Hellqvist (2015) also reported his opinion on CNN about the androgyny as the new trend in fashion field and also focused on the male’s fashion by using evidences from the designs in New York Fashion Week. But he did not clearly acclaimed this trend.
The article, “Unisex clothing becomes more mainstream”, published by Mintel in 2016 confirmedly announced that the unisex in fashion field has become a mainstream including clothing designs as well as the retailing. In the article, several brands and retailers, including Zara, Selfridges, Bruta and John Smedley, were pointed out as the evidences for supporting the opinion. This article was endorsed by the reliable platform and written in rigorous way, which is quite valuable for academic study on this topic.
Published on WGSN, the article, “Designer Tales: Womenswear label Beaufille finds inspiration and connection on Instagram” explained the trend of Androgyny in another perspective. Apart from the designers and retailers are promoting the androgyny trend, the population of androgynous fashion trend among the customers has been proved by the social media in which large amounts of customer create contents show people’s affection on androgyny. This article was produced by WGSN Insider that is reliable and valuable and the perspective is quite rare among the resources relevant to this topic.
Baker (2015) stated her opinion on androgynous fashion on BBC in article “His or hers: Will androgynous fashion catch on?” And she reviewed the history of androgyny fashion design and pointed out that there is a refreshing fashion trend that break the boundary between genders in fashion field. However there are increasingly numbers of brands trying to launching their new mannish female and girlish male fashion designs. Baker agreed that there is the trend, but she also pointed out that for average people, it is not easy to follow this trend without the attitude. This article is an indepth and critical discussion on this topic endorsed by reliable platform.
By researching and reviewing on the seven articles mentioned in former section, the research question about whether androgyny is a macro trend has been discussed and to conclude, the fashion designers and retailers would like to launch the androgyny fashion, but it may not be widely accepted by average customers.
Baker L., (2015). His or hers: Will androgynous fashion catch on? BBC.com. [Online] [Accessed 24 Oct 2016] Available from: http://www.bbc.com/culture/story/20150331-womens-clothes-for-me
Comfort D. (2016). Profile of Androgyny. Vogue.it. [Online] [Accessed 24 Oct 2016] Available from: http://www.vogue.it/en/news/encyclo/mania/a/androgyny
Euromonitor International. (2011).Future watch: Gender-neutral consumption. Euromonitor.com. [Online] [Accessed 24 Oct 2016] Available from: http://www.euromonitor.com
Euromonitor International. (2013). TOP 10 CONSUMER TRENDS FOR 2013. Euromonitor.com. [Online] [Accessed 24 Oct 2016] Available from: http://www.euromonitor.com
Hellqvist D. (2015). New York’s first fashion week for men: Why should you care? CNN.com. [Online] [Accessed 24 Oct 2016] Available from: http://edition.cnn.com/2015/07/16/fashion/new-york-fashion-week-men/index.html
WGSN Insider. (2016). Designer Tales: Womenswear label Beaufille finds inspiration and connection on Instagram. WGSN.com. [Online] [Accessed 24 Oct 2016] Available from: https://www.wgsn.com/blogs/social-media-as-a-runway-beaufille-womenswear-instagram/
Mintel. (2016). Unisex clothing becomes more mainstream. Mintel.com. [Online] [Accessed 24 Oct 2016] Available from: http://www.mintel.com/