Vintage Toronto Ads: Sheer Unisex
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Vintage Toronto Ads: Sheer Unisex

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The late 1960s were a time of throwing off the shackles of traditional societal gender norms, including the rules surrounding who could wear lace pants. Unisex clothing popped up on runways mid-decade, reaching suburban malls by the time today’s ad appeared.
Opened in the winter of 1964, Yorkdale’s original anchors included Eaton’s (recently converted into the H&M/Old Navy wing), Simpson’s (now The Bay), Dominion (now Holt Renfrew) and Kresge’s (the five-and-dime progenitor of K-Mart; not sure where this was located). The mall was strategically located for accessibility to two major expressways, even if one (the Spadina, now Allen Road) was never fully built. Fairweather is still among the tenants, though its Big Steel Man division, which existed as its own chain in the 1970s and 1980s, vanished years ago.
Our models appear ready to toss off their pants quickly, but for different reasons—while she may be ready to discover free love, he looks shellshocked by the new style; too emotionally detached to enjoy any amour. Sheer nervousness, perhaps? A bad audition for a part in the Toronto production of Hair (mounted at the Royal Alex a few months later)?
As for those with less-than-svelte waistlines, they were sheer out-of-luck.
Source: Toronto Life, October, 1969

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