Monokini
The monokini was designed by Rudi Gernreich in 1964, consisting of only a brief, close-fitting bottom and two thin straps; it was the first women's topless swimsuit. His revolutionary and controversial design included a bottom that "extended from the midriff to the upper thigh" and was "held up by shoestring laces that make a halter around the neck." Some credit Gernreich's design with initiating, or describe it as a symbol of, the sexual revolution.
Gernreich designed the monokini as a protest against a repressive society. He did not initially intend to produce the monokini commercially, but was persuaded by Susanne Kirtland of Look to make it available to the public. When the first photograph of a frontal view of Peggy Moffitt wearing the design was published in Women's Wear Daily on June 3, 1964, it generated a great deal of controversy in the United States and other countries. Gernreich sold about 3,000 suits, but only two were worn in public. [|The first was worn publicly] on June 19, 1964, by Carol Doda in San Francisco at the Condor Nightclub, ushering in the era of topless nightclubs in the United States, and [|the second at North Avenue beach] in Chicago in July 1964 by artist's model Toni Lee Shelley, who was arrested.
Etymology
Gernreich may have chosen his use of the word monokini through back-formation by interpreting the bi of bikini as the Latin prefix bi-, denoting a two-piece swimsuit. But in fact the bikini swimsuit design was named by its inventor Louis Réard after the Bikini Atoll in the Pacific, five days after Operation Crossroads, the first peace-time test of nuclear weapons, took place there. Réard hoped his design would have a similarly explosive effect.Background
, co-founder of the Mattachine Society, and nudist Rudi Gernreich had strong feelings about society's sexualization of the human body and disagreed with religious and social beliefs that the body was essentially shameful. Gernreich developed a reputation as an avant-garde designer who broke many of the rules, and his swimsuit designs were unconventional. In its December 1962 issue, Sports Illustrated remarked, "He has turned the dancer's leotard into a swimsuit that frees the body. In the process, he has ripped out the boning and wiring that made American swimsuits seagoing corsets." That month he first envisioned creating a topless swimsuit which he called a monokini.Origins
At the end of 1963, editor Susanne Kirtland of Look called Gernreich and asked him to submit a design for the suit to accompany a trend story along futuristic lines. He resisted the idea at first, but said, "It was my prediction. For the sake of history, I didn't want Pucci to do it first." Gernreich found the design more difficult than he expected. His initial designs looked like trunks or boxer shorts. He felt the swimsuit ought to just be bikini bottoms, but realized that this wouldn't constitute a unique design. He initially designed a Balinese sarong that began just under the breasts, but Kirtland didn't feel the design was bold enough and needed to make more of a statement. Gernreich finally chose a design that ended around mid-torso and then added two straps that rose between the breasts and were tied around the neck. The first two initial attempts to cut the design failed. When a photo shoot was arranged on Montego Bay in the Bahamas, all five models hired for the session refused to wear the design. The photographer finally persuaded an adventurous local to model it.To avoid letting others sensationalize the swimsuit and to retain some control of the design, Gernreich asked William Claxton, the husband of Gernreich's usually sole model Peggy Moffitt, to take pictures of his wife in the yellow wool swimsuit. Claxton, Moffitt, and Gernreich wanted to publish their own pictures for the fashion press and news media, and Gernreich gave pictures of Moffit modeling the monokini to a carefully selected handful of news organizations.
Moffitt was initially resistant to the idea of posing topless. She said, "I didn't want to do it when he asked me. I am a puritanical descendent of the Mayflower. I carried that goddamned Plymouth Rock on my back. When I did give in, I did so with a lot of rules. I would not show myself on the runway that way. I'd do it only with Bill. Since Rudi would never ever have enough money to do this, I did it for free. But I had final say on everywhere it went photographically." Look published a rear view, of an adventurous local from Montego Bay, modeling the swimsuit on June 2, 1964. Claxton took his pictures of Moffit to Life but they said they could only print pictures of naked breasts "if the woman is an aborigine." Claxton took additional pictures of Moffit especially for Life with her arms covering her breasts. The picture was one of several images of Moffit in a story about the historical evolution of the breast in fashion history from 1954 to 1964. Moffit said, "The photograph of me in that issue—hiding my breasts with my arms—is dirty. If you are wearing a fashion that does not have a top as part of its design and hold your arms over your bosom, you're going along with the whole prudish, teasey thing like a Playboy bunny."
The following day columnist Carol Bjorkman of Women's Wear Daily published Claxton's frontal view of Moffitt wearing the suit. It became a celebrated image of the extremism of 1960s designs. Moffit later said, "It was a political statement. It wasn't meant to be worn in public."
On June 12, 1964 the San Francisco Chronicle featured a photo of a woman in a monokini with her exposed breasts clearly visible on its front page. Claxton's frontal image of Moffit modeling the swimsuit was subsequently published by Life and numerous other publications. Life writer Shana Alexander noted, "One funny thing about toplessness is that it really doesn't have much to do with breasts. Breasts of course are not absurd; topless swimsuits are. Lately people keep getting the two things mixed up." She mocked the swimsuit design as a "joke". The photo catapulted Moffitt into instant celebrity, reportedly resulting in her receiving everything from marriage proposals to death threats. Moffitt and Claxton later wrote The Rudi Gernreich Book, described as an aesthetic biography of the fashion revolutionary.
Gernreich originally thought that only "six or seven" monokinis would likely be sold, but decided to design it anyway. However, when the design got worldwide notice, orders for the non-existent suit poured in until over 1,000 orders were pending. Despite the reaction of fashion critics and church officials, Harmon Knitwear made over 3,000 monokinis. Gernreich first sold the suit to the Joseph Magnin department store in San Francisco, where it was an instant hit. In New York City, leading stores like B. Altman & Company, Lord & Taylor, Henri Bendel, Splendiferous and Parisette placed orders. On June 16, 1964, Gernreich's topless swimsuit went on sale in New York City. The suit was priced at $24 each.
Moffit said in 1985 that she had been offered $17,000 in 1964 by Playboy to publish Claxton's photograph of her wearing the suit, but refused. "I turned it down as unthinkable. And I don't want to exploit women any more now than I did in 1964. The statement hasn't changed. The suit still is about freedom and not display."
On August 13, 1985, Los Angeles Fashion Group produced a gala at the Wiltern Theatre to benefit the Rudi Gernreich Design Scholarship Fund. Moffit was a member of the committee. When the group considered showing the Monokini suit during the benefit, Moffitt strongly objected.
The regional director of the Fashion Group, Sarah Worman, believed that the swimsuit was "the single most important idea he ever had—the one that changed the way women dressed all over the Western world." She said Moffitt's refusal to show it on a model did not make sense when the benefit was modeling everything else he ever did on live models.
Fashion statement
Gernreich did not originally intend to produce the swimsuit commercially. It had more meaning to Gernreich as an idea than as a reality. Gernreich had Moffitt model the suit in person for Diana Vreeland of Vogue, who asked him why he conceived of the design. Gernreich told her he felt it was time for "freedom-in fashion as well as every other facet of life," but that the swimsuit was just a statement. He said, " drop their bikini tops already," he said, "so it seemed like the natural next step." She told him, "If there's a picture of it, it's an actuality. You must make it." Gernreich said in television interview, "It may well be a bit much now. But, just wait. In a couple of years topless bikinis will be a reality and regarded as perfectly natural."Gernreich purposefully used his designs to advance his socio-political views. He wanted to reduce the stigma of a naked body, to "cure our society of its sex hang up," as he put it. Gernreich stated, "To me, the only respect you can give to a woman is to make her a human being. A totally emancipated woman who is totally free."
Gernreich said, "Baring the breasts seemed logical in a period of freer attitudes, freer minds, the emancipation of women." Gernreich told Time magazine in 1969, the monokini "is a natural development growing out of all the loosening up, the re-evaluation of values that's going on. There is now an honesty hangup, and part of this is not hiding the body—it stands for freedom."
In January 1965, he told Gloria Steinem in an interview that despite the criticism he'd do it again.
Moffitt said the design was a logical evolution of Gernreich's avant-garde ideas in swimwear design as much as a scandalous symbol of the permissive society. She said, "He was trying to take away the prurience, the whole perverse side of sex." She said his design was "prophetic." "It had to do with more than what to wear to the beach. It was about a changing culture throughout all society, about freedom and emancipation. It was also a reaction against something particularly American: the little boy snickering that women had breasts."
Los Angeles Times staff writer Bettijane Levine wrote, "His topless was an artistic statement against women as sex objects, much as Pablo Picasso painted Guernica as a statement against war." Over the next few weeks, his design was covered in more than 20,000 press articles.