Where it stops nobody knows! I’m sure you have at the very least heard about the onesie – that strange regressive article of clothing which some people have been breaking out of the confines of the bedroom to parade them around in public? Well it’s by no means any new strange, anti-fashion wonder out of the consumer’s closet, but where did it start? How did it blow up as a fashion trend on a global scale?


Vogue: Photo: Courtesy of Georgia May Jagger

Apparently it begun in Japan as a mini movement of performance clothing called Kigurumi. Locally the word refers more to the individuals that wear the one piece, and the onesie is themed based on a cartoon character or animal.

Now there are several ways that fashion has been applied in Japan, but the way that really blew up the consumer market for this onesie thing? Personal wear. Non-commercial use of the onesie and wearing it in public adorned as personal expression. The popularity of that consumer market realized the beginnings of a brand called Kigu in 2009 [2]. Kigu originally branded their clothes for events such as festivals which must have appealed to people’s sense of fun, because that’s honestly how the face of the Earth wound up with millions of these onesie minions.

Kigu brand onesie from their Catalogue.

Kigu brand onesie from their Catalogue.

Kigu saw the spread of this gear to the UK and from there, the look and market has expanded to different classes and brands, thanks to the exposure by iconic and famous individuals like Beyonce, 1 Direction, Rhianna, Miley Cyrus and Khloe Kardashian [3].

Miley Cyrus in her Unicorn onesie, for everyone to view on the internet.

Miley Cyrus in her Unicorn onesie, for everyone to view on the internet.

We notice the trend of onesies not as much now as we did in say 2013, though they became a hit in Australia once again when, and I quote, “former political operator who was one of Prime Minister Kevin Rudd’s most influential aides launched a push to have “ridiculous, ugly” onesies banned.” [1].
Fashion trends are strange, and I honestly couldn’t have pictured animal onesies being the big trend of the 2010s, though looking back through the recent patterns it seems anti-fashion is becoming an increasingly popular wave of street-wear.



2. Elphick, Nicole. 2013. “What’s With All the Animal Onesies?” Daily Life. http://www.dailylife.com.au/life-and-love/real-life/whats-with-all-the-animal-onesies-20130718-2q6jh.html

3. http://www.vogue.com/8266011/celebrities-in-onesies/