Jean Paul Gaultier once expressed his regret for not inventing the condom, considering it to be the most beautiful item of clothing. This sentiment has sparked a growing interest in integrating condoms into the fashion world. Designers are now collaborating with condom brands and creating innovative, aesthetically pleasing designs to disrupt the traditional and often unsexy condom market. For instance, Glenn Martens, the creative director of Diesel, partnered with Durex for a capsule collection that gained viral attention in their spring/summer 2023 show. Saint Laurent and Neil Barrett also offer condom-related products.
Diesel’s collection featured T-shirts with the slogan “For Sucsexful Living” and co-branded condom boxes were displayed on the runway to symbolize the importance of the topic and the need for individual freedom. Additionally, 30,000 condoms were given away in Diesel stores worldwide as part of the campaign. The trend has also made its way from the catwalk to the sidewalk, with individuals like Julia Fox and Rihanna incorporating condoms into their fashion choices.
Interestingly, this trend may be returning to its roots. In Victorian times, condoms were custom-made for individuals based on their measurements. However, they later became mass-produced and one-size-fits-all products. With the introduction of alternative contraceptive methods, such as pills and implants, the use of condoms has declined. Factors contributing to this decline include alternate birth control options, reduced fear of HIV, decreased sexual activity, and increased competition in the market.
Nevertheless, there are indications that fashion’s fascination with condoms could spur a revival. Various factors, such as political changes and an increase in sexually transmitted infections, have sparked renewed interest in condom use. Demographic shifts, like the trend of Generation Z engaging in safer but less frequent sexual activity, along with concerns about the side effects of hormonal contraception, create fertile ground for a condom revival.
Brands are working to challenge taboos and make condom usage more appealing. Startups like Roam offer skin-tone condoms made with Fairtrade natural latex that are vegan, cruelty-free, and have 40% less plastic than their competitors. Other brands, like One Condoms, have designed custom-fit condoms for safe anal sex. Jems, a fashionable brand, has released sexy packaging, Use a Condom tees, and even a trendy crochet holder for condoms and lighters.
So why are clothing brands embracing condoms? According to Yasemin Emory, co-founder of Jems, fashion has always been about pushing boundaries and making statements. It could be seen as a way for fashion to shock and provoke, or it might be connected to the trend of sheer fabrics and a revival of interest in latex.
While some may view this trend as a passing fad, similar to luxury mass-market keyrings, others see the condom as an object of beauty and a precursor to natural pleasure. If the fashion industry can make safe sex stylish, it could be a truly revolutionary moment.
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