For its renovation, the Citadium Caumartin store chose to forego separate floors for men’s and women’s fashion, choosing instead to give the floor to unisex fashion.
Neutral stands were propagated across the space, offering unisex clothing collections to a young clientele sensitive to gender-related issues. Streetwear had largely contributed to the growth of this trend, with similar pieces in the closets of men and women, such as sweatpants and sneakers. The unisex sections in the store are easily identifiable, bearing a logo that fuses the male and female symbols.
“Unisex fashion was first launched by young women, who began borrowing items from their boyfriends, fathers or brothers” explains Sophie Bocquet, Citadium’s Commercial Director. “It’s a bit of a sidestep from hyper-femininity.”