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Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

"I always wonder who decided that there should be a difference between the clothes of men and women," said Japanese designer Yohji Yamamoto to The New York Times in 1983 when he realized that more and more women bought their men's clothes.

With the growing discourse on gender equality in recent decades, fashion brands, which reflect the awareness of designers, have continued exploring the Unisex concept.Brands like Chanel, Zara and Converse have released unisex collections.

But it wasn't until the original unisex fashion brand Bosie became a success in the local Chinese market that we could really say that there was no difference between the clothing of men and women.

Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

When the fashion designer after 1995 Liu Guangyao launched Bosie in 2018, his unisex concept immediately called Tmall's attention, the Alibaba Group's electronic commerce platform, and soon followed an online store for the brand that same year that same year.

Bosie raised 1 million yuan in online income in the first month after the opening of its store, and in 2019 its total revenues reached 140 million yuan, according to the new media platform Global Netrepreneur electronic commerce.

Liu told the Cyzone entrepreneurship services platform that Bosie was originally established as a fashion brand for men.But after seeing how more women bought clothes from the male collection, the brand changed its approach to a unisex concept, which not only reduces product development costs and the supply chain, but also improves the efficiency of the acquisition of the acquisition ofcustomers.

Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

The Bosie Tmall store has 350 million followers, many of them born after 1995 and even in the new millennium.

After establishing his first physical store at the Kerry Center in Hangzhou in 2019, Bosie established 26 stores in 16 cities such as Hangzhou, Shanghai, Beijing and Guangzhou.

However, the 2nd store of 2.000 square meters that opened on June 25 on Huaihai Street in Shanghai marked an important step for the brand.

The two -story flagship store is divided into four areas: clothing, accessories, children's and pets clothing, and retail and retail sale.It has also designated several corners specially designed to take photos, including the selfies tester that allows customers to create photo stickers.

Clownfish.[Photo provided to China Daily]

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All store models have a unisex appearance, while clown fish, a symbol of androginia, swim in the store of the store, which gives a unisex atmosphere to the environment.

"The leisure area where I can buy snacks and drinks while taking photos, and the area for customers to caress pets make the store very different from other clothing stores," said Liu Yufei, 23, who livesIn Shanghai and Buy in Bosie at least once a month.

Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

Physical stores show a clearer image of the brand, which clearly wants to cultivate an integrated atmosphere for purchases, food and drinks, entertainment and music, turning consumption into a natural activity.

However, Bosie did not achieve these achievements independently, since time is everything, even in fashion.

Already in the 1920s, the Unisex concept had expressed itself in the fashion industry.Coco Chanel threw navy blue pants for women, challenging the traditional concepts of what women should use.In 1966, Yves Saint Laurent created the Smoking Women's Costume, specially designed to adapt and favor the female figure.

However, the first formal appearance of "Unisex" as a word occurred in the United States in the 1960s, when the new category of "for him and for her" landed in the catalog of a department store.Both male and female models in the announcement used the same lace chopped pants and loose shirts of the same color to express a new fashion vibes.

Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

This new trend also provided a way for people to challenge themselves and break borders after World War II.

More recently, the winds of the Unisex concept have gained strength in the fashion industry."Unisex clothing" is among the 10 main entries in the report of lifestyle trends in 2021 of the Xiaohongshu social network.The same report indicates that the number of views and shared notes related to UNISEX clothing in 2020 had increased by 182% and 83%, respectively, compared to the same period of the previous year.

In addition, a report on nine fashion consumption trends for generation Z in 2021, published by the Electronic Commerce Giant JD this year, announced that Unisex clothes are becoming a fashion trend.

Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

Wen Run, a textile design professor and industrial economy at the University of Donghua, explained that the growing popularity of the Unisex concept in China goes back to 2005, when Li Yuchun, a famous one known for her style and unisex dress, became the championof the Super Girl singing contest.

The victory of Li and the social environment, with a growing equality between men and women, gradually erased the distinction between genres raised by the growing trend of the unisex style, said Wen.

Unisex Bosie's fashion brand is now a success in the Chinese local market.[Photo provided to China Daily]

Wen believes that the trend will continue along the same path this decade and its development will continue.

"From the perspective of education, we have found that both genres are breaking traditional stereotypes, so that the young generation, as the main consumer force in the future and also characterized by a strongly unconventional personality, will opt for a more unisex style,".