Tokidoki Record Bling S/S Hoody
This sweater from Tokidoki looks like a pretty funky t-shirt when the hood's down, but put it up, and that's when the true awesomeness is revealed! Between the shoulder blades, a portion of the hoodie has been cut out and a giant rain cloud is illustrated around it, with lighting bolts darting down each side.
Implications - While many cleavage-bearing products were once embraced by women, new definitions of conservative femininity are pushing the boundaries of products and services geared towards women. Companies looking to align themselves with these new definitions of femininity should consider backless designs and products that allow women to cover up while still feeling attractive.