Of women who move forward : Sonia Rykiel’s ‘démode

Through the central concept of movement, interpreted in three different ways, this article delves into the life and work of French fashion designer and author Sonia Rykiel, who treated fashion design as a form of transmedial écriture. Rykiel’s unruly and innovative concept of the ‘démode’ was launched in the context of a generational and relational movement of resistance against authority, liberating women from the changing diktats of the fashion industry (breaking out of generational hierarchies and frameworks of fashionable time). Secondly, it was an embodied and feminist movement, a democratization of fashion enabling the physical mobility of women who wore her skirts with undone hems, as well as reversible, adaptable jersey sweaters with exterior seams, central components of the démode concept. The démode also allows for a contextualization of Rykiel’s work with regards to the notions of écriture féminine and female pleasure as expressed by French feminists of her day, including Hélène Cixous, Luce Irigaray and Antoinette Fouque of the MLF (Mouvement de la Libération des Femmes). As such it is a breaking free of patriarchal structures, including garment construction, as well as breaking free of the masculinist ’68 revolution. Finally, the movement between different media, from garments to writing and “written garments” (transmediality) is analyzed as an artistic statement, expressing a desire to be both naked/ blank page as well as to write and to dress oneself.