‘No boundaries’: Unisex, gender-inclusive fashion seen on Hailey Bieber, Lewis Hamilton and Tommy Hilfiger is a trend that’s selling out
As activewear continues to dominate fashion trends, Australians are following stars like Hailey Bieber and Lewis Hamilton by ordering this must-have item for their WFH wardrobes.
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The line between men’s and women’s clothing is getting even blurrier, as Hailey Bieber, Lewis Hamilton, and Australian style stars opt for unisex fashion.
From oversized sweaters and boyfriend hoodies to baggy T-shirts, the demand for the androgynous, gender-inclusive trend – being designed for everyone by brands including Tommy Hilfiger – is huge.
Trend forecaster Lyst found hoodies were the most sought-after unisex item worldwide, with demand up 25 per cent month-on-month, new data released to News Corp exclusively revealed.
Searches for “oversized” garments spiked 20 per cent globally over the past three months.
In Australia, searches for “baggy white T-shirts” were up 16 per cent month-on-month, Lyst revealed.
Known for its preppy style, Tommy Hilfiger – the all-American brand – unveiled its latest gender-inclusive collection with Formula One star Lewis Hamilton, TOMMYXLEWIS which was designed to be worn by all.
“It’s not so much about blurring the lines between men’s and women’s clothing as creating fashion that welcomes everyone,” New York-based designer Hilfiger said.
“Our style for all philosophy is about erasing … boundaries in gender, age, ethnicity and body type,” he added.
“What is beautiful about fashion is that it means something different to every person. The same item – regardless of how it is labelled – can be interpreted and worn in so many different ways by a diverse group of individuals.”
Hamilton and Hilfiger’s latest 12-piece collection – launching on September 24 – is themed around reinvention with a “modern twist”.
“This is my starting point no matter who I’m designing for,” Hilfiger, whose previous collaborators have included supermodel Gigi Hadid and Zendaya, said.
“What you wear and how you dress tells a story about who you are and how you want the world to see you.”
And as the fashion legend told News Corp in London back in February: “We’re living in a world were all the rules … are abolished.”
“We’re writing a new chapter in life,” Hilfiger said, speaking in the showroom at his brand’s flagship London store in Knightsbridge.
“It’s about sustainability, it’s about living in a genderless society where age, size, background doesn’t really matter.”
UNISEX STYLE
More than 70 per cent of PE Nation’s recently-released debut unisex range, “UNI-form”, sold out within hours of its release.
PE Nation co-founder and creative director Pip Edwards said the Sydney-based activewear label introduced a unisex line as it had noticed men were buying women’s hoodies.
“(We) knew for quite some time that men were buying into the women's sweats and hoodies,” Edwards said.
“It made sense to dedicate a portion of the business to a unisex category where the fits were designed to cater for men but are to be worn by all, at a time where inclusivity … is key.
“It really is for everyone.”
Edwards said the unisex trend had been fuelled by the popularity of leisurewear and comfort-dressing – “living in tracksuits, hoodies and sweat pants”, as she put it – which had become the “new normal” during COVID-19.
“This lifestyle shift has created … a whole new level of appreciation for being in relaxed apparel, comprising of oversized styles that is completely gender irrelevant,” Edwards told News Corp.
“The future is all about functional fashion, and that’s here to stay. Fashion now has to play to real life and (what) people need and want right now,” Edwards said.
For women, wearing boyfriend-style hoodies and trackies was “sexy” and “cool”, she said.
“That feeling like you are wearing your boyfriends clothes, it’s sexy, it’s cool, it’s tomboy – there is a confidence about it, and even a cosiness about it,” she said.
KARDASHIAN EFFECT
Lack of Colour designers Tess Corvaia and Robert Tilbury said their new unisex clothing brand I Dream For You was “not bound by gender”.
“We have just been making things we want to wear,” Ms Corvaia told News Corp Australia.
“I love to wear Rob’s clothes and mix these in with my favourite pieces.
“We create things we want to wear, not being bound by gender.
“Fashion now is less about rules and more about what you want to wear, and feel good about wearing.”
I Dream For You’s website features the gender inclusive items – including jeans, denim jackets, sweaters, T-shirts and silk button-up shirt – styled on male and female models.
The Brisbane and Los Angeles-based brand’s campaign stars Gabriella Brooks (Liam Hemsworth’s girlfriend) and Australian supermodel Jordan Barrett, sporting unisex styles including IDFY’s top-selling unisex jumper ($189) and Easy tee ($149).
After Kourtney Kardashian wore a $169 unisex silk shirt from I Dream For You the item nearly sold out, promoting them to re-cut it.
Ms Corvaia said having a Kardashian wear the Instagram-fuelled line at such an early stage in its release had a huge impact on sales.
“Demand has increased greatly for the blouse since Kourtney wore it – we’ve almost sold out and are in the process of doing a limited re-cut of this style,” she said.
UNISEX RULE BOOK
Social media star Rozalia Russian had huge success with her unisex capsule collection, Apparel x Rozalia for Atoir, which experienced strong demand from men too.
Kylie Jenner, 23, sparked a near-frenzy on Atoir’s site after posting a photo to her 194 million Instagram followers, wearing Russian’s $139 oatmeal unisex tracksuit pants teamed with a $69 racer-back tank.
The activewear line – launched during the height of Australia’s lockdown – features gender-neutral tracksuit pants, hoodies, sweaters and slogan socks.
“I have a more masculine sense of style and will often shop in the men’s section,” Russian said.
“So when it came to designing the range, I designed pieces that were more on the masculine side that fit my own personal style.
“The range is very tonal meaning it can be worn by both sexes. It features one universal pants design, that can be worn with the four different tops – a crew neck, a hoodie, a collar and a crop.”
“The entire range, minus the crop, can be worn by men and women, and since the range doesn’t feature any prints, you can mix and match and don’t need to wear the one colour combo head-to-toe,” she said.
“It was very important to me to make sure that the cut and fit of the range wasn’t too feminine or, on the other spectrum, too masculine, so we made sure that when we sampled the range, we had my husband and also my stylist, Elliot Garnaut, try the pieces on.”
Russian said her inspo for the gender-inclusive line was her own preference for men’s tailoring.
“I was always on the hunt for great staple items such as a plain tee, a tailored blazer, coat etc and would always find myself buying a menswear piece because I preferred the tailoring,” the popular Instagram influencer said.
“Over the last few years, my wardrobe has collected more menswear.”
She said the popularity of unisex items reflected “more acceptance of style with no boundaries”.
“Fashion has always been a way of expressing yourself and in 2020 we have let go of conventional gender labels and stereotypes,” she said.
“I have been raiding my husband’s wardrobe for years as men’s tailoring has always been my preference, however, I have been so happy to see that over the last few years, more brands are now focusing on not only female tailoring, but producing unisex collections.
“I have been drawn to menswear because of its simplicity.
“There is something so chic about a women having the confidence to dress in looser-fitting styles.”
Of course, the sneaker industry has long been a leader in the unisex trend, from Yeezys to Air Jordans.
The latest brand to launch a gender-inclusive shoe is royal-approved Superga, the trainer-of-choice for Kate Middleton (and Princess Diana in the 90s).
The Italian brand launches its new organic collection – spanning skater-style soles to platforms – in Australia this week, made from organic cotton, hemp and recycled rubber that is fit for everyone.
HOW TO STYLE UNISEX OUTFITS
From hoodies to your boyfriend’s trackies, women are taking cues from the men’s section.
And they’re doing it in a very Hailey Bieber or Bella Hadid kind of way.
This means oversized sweaters worn with skin-tight leggings, baggy tees over minis, and fleece Champion tracksuit pants worn with crop tops or ribbed tanks.
If you’re Kendall Jenner, add in boxy T-shirts and 90s-esque sweaters – sometimes, NBA gear – over bike shorts, jeans, denim cut-offs, or some kind of body-con bottom.
Bieber has taken unisex dressing to the extreme by sporting near-identical athleisurewear to her husband, Justin Bieber.
Sure, the colour is different but the style of clothing is often the same.
Many of the outfits are from Justin’s gender-inclusive brand, Drew House (a bright blue San Jose Sharks jersey is another favourite of Mrs Bieber).
Hailey, Kendall et al put a feminine spin on a unisex sporty outfit by accessorising with gold hoops, a belt, petite bag, scrunchies, and Celine sunglasses.
GET THE LOOK
Superga Organic unisex sneakers ($119.95 to $149.95) and I Dream For You unisex club sweater $189.
Apparel by Rozalia for Atoir hoody $179 and tracksuit pants $139.
I Dream For You unisex denim jacket ($269) and Calvin Klein logo monogram sweatshirt ($129).
