Abstract Unisex clothing, which can be defined as clothing that can be worn by both males and females, appear to be one of the latest fashion trends. This research project aims to assess the psychological processes behind unisex clothing using a holistic approach. Two studies, using primary research, have been carried out. A first study has been designed to evaluate further how fashion designers would approach unisex clothing design and their view about unisex clothing’s consumers. A second study has been designed to assess consumers’ perception and willingness to wear unisex clothing as well as evaluating the impact of the unisex label and femininity/masculinity aspects of clothing on consumers’ behavior. The present study highlighted a difference between designers and consumers’ approach to unisex clothing. While designers focus on understanding the social context of unisex clothing consumers, consumers seem to mainly (if not only) consider fashion style and aesthetic. This research project is the first psychology study to assess unisex clothing consumerism holistically. Our study allows a better understanding of how to design and market unisex clothing. In particular, this research emphasizes the need for design thinking as well as the need for a better understanding of consumers’ demand in fashion marketing.

中文翻译：

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探索时尚中的第三性别：从消费者行为到设计师对男女通用服装的态度

摘要 男女皆宜的服装，可以定义为男性和女性都可以穿的服装，似乎是最新的流行趋势之一。该研究项目旨在使用整体方法评估男女通用服装背后的心理过程。已经进行了两项使用初级研究的研究。第一项研究旨在进一步评估时装设计师如何处理男女皆宜的服装设计以及他们对男女服装消费者的看法。第二项研究旨在评估消费者对穿男女通用服装的看法和意愿，以及评估男女通用标签和服装的女性气质/男性气质方面对消费者行为的影响。本研究强调了设计师和消费者对男女通用服装的看法之间的差异。虽然设计师专注于了解男女皆宜的服装消费者的社会背景，但消费者似乎主要（如果不仅如此）考虑时尚风格和审美。该研究项目是第一个全面评估男女皆宜的服装消费主义的心理学研究。我们的研究有助于更好地了解如何设计和销售男女通用的服装。特别是，这项研究强调了设计思维的必要性以及更好地了解消费者在时尚营销中的需求的必要性。