Lacoste and genderless fashion
Clothes

07 May 2021

Lacoste and genderless fashion

Lacoste and genderless fashion



The brand is a symbol of elegance and quality. A true icon in the most refined environments of the world. As a global brand, Lacoste is not far behind in contemporary social dynamics.


The new generation of consumers, fighting for the environment, justice and equality, has demanded more from the world of fashion. The aim is to move towards a clothing market without gender segmentation. This shift has been happening over the past decade, and brands such as Gucci, Burberry, Tommy Hilfiger and Bottega Veneta have been taking genderless clothing to the runways, with the motto that fashion has no gender.


It was in 2011 that Lacoste created the Lacoste L!ve line as part of the brand's rejuvenation strategy. Designed for a younger, urban concept, this Lacoste line plays with the classic, and most importantly, reinvents the future. This is where this season's unisex collection of Lacoste L!ve comes in. Windbreakers, jackets, sweatpants, silk scarves, shorts, hats, sweaters, polos, shirts and socks. The Lacoste L!ve collection has it all, but only in one version. Woman and man together.




With a more oversized and straight silhouette, we've got you covered with a set of T-shirts and sweaters. Lacoste Live t-shirt has a round neckline and the famous crocodile exists in a metallic pin version on the chest. The 100% cotton knit is available in three colours: blue, white and green, while the blue printed T-shirt, also 100% cotton, pays tribute to the brand's sporty DNA and is very comfortable. In this model, the crocodile has escaped to the back of the neck, where it is embroidered on the shirt.


For cooler days, the green hooded sweatshirt elevates any look. Made from solid-coloured cotton terry, the hoodie has adjustable drawstrings on the hood, sleeves that stretch to the neckline without having a cross cut at the shoulder (what's called a raglan sleeve), and a kangaroo pocket. In addition, this wide cut model has a metallic crocodile and the brand's name embossed in one of the corners of the back. If you prefer a more neutral model, the sweatshirt is for you. With a beige tone and the same vintage print as the blue t-shirt we told you about, this shirt combines a straight cut with a ribbed finish on the sleeve ends and bottom. The crocodile is on the back, as if half hidden.








Why unisex?


Have you ever stopped to think that it's quite common for women to buy men's clothing? Although it's not so common for the opposite to happen, the truth is that it's happening more and more. From there it was a small step until brands realized that there was a third way that should be explored: the unisex.


That's what happened with British clothing chain Selfridges in 2015. That year, the brand pioneered a genderless clothing range, called "Agender", after understanding that gender categories affected consumers' perceptions of neutral clothing. They thus began a movement with wider political implications.In addition to introducing cultural gender issues, the need for an inclusive and respectful environment for non-binary people in retail was also exposed. For some people who do not fit binary gender definitions it can be embarrassing or, at worst, psychologically violent simply to go shopping. At a time when gender equality and LGBT rights are beginning to be recognised, fashion has played an important role.


Did you know that historically pink was a masculine colour? Until the 1940s, pink was seen as a softer shade of red, a colour associated with male power, so it was worn a lot by boys. It was only due to the influence of Mamie Eisenhower, American first lady, and musicals of the time, such as "Funny Face", that the colour started to gain a more feminine connotation. Nowadays, as you may know, soft shades of pink and the colour salmon have once again taken a prominent place in men's fashion.


Did you also know that the high heel, which for many symbolises the figure of the powerful woman, was created for men? Its creation dates back to Persian knights who needed them to have a better foot position when riding. For centuries, high heels invaded the male wardrobe, being a symbol of virility. It was around 1740 that high heels moved into the female world, at a time when women were fighting for differentiation and for their rights.


And while we're on the subject of changing gender perceptions in fashion, we bring you another example. It was with Coco Chanel that women's clothing became masculinised. She created a new aesthetic by dressing women in men's clothing or clothing that was perceived as men's clothing.



Although this path is already being travelled for at least the past 6 years, one must take into consideration that it is a long way to go. Thus, the most important thing to remember is that this narrative must aim to change perceptions and not just be another passing fad. In Portugal, there are several brands and designers who no longer think of different audiences when creating. Barriers are being broken down and mentalities are being expanded. After all, why do clothes have to have a gender? For Lacoste L!ve it doesn't have to.


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