In 1927, Time magazine printed a chart showing sex-appropriate colors for girls and boys according to leading U.S. stores. In Boston, Filene’s told parents to dress boys in pink. So did Best & Co. in New York City, Halle’s in Cleveland and Marshall Field in Chicago.
Today’s color dictate wasn’t established until the 1940s, as a result of Americans’ preferences as interpreted by manufacturers and retailers. “It could have gone the other way,” Paoletti says.
So the baby boomers were raised in gender-specific clothing … When the women’s liberation movement arrived in the mid-1960s, with its anti-feminine, anti-fashion message, the unisex look became the rage—but completely reversed from the time of young Franklin Roosevelt. Now young girls were dressing in masculine—or at least unfeminine—styles, devoid of gender hints. Paoletti found that in the 1970s, the Sears, Roebuck catalog pictured no pink toddler clothing for two years … Gender-neutral clothing remained popular until about 1985. Paoletti remembers that year distinctly because it was between the births of her children, a girl in ’82 and a boy in ’86. “All of a sudden it wasn’t just a blue overall; it was a blue overall with a teddy bear holding a football,” she says. Disposable diapers were manufactured in pink and blue … Some young mothers who grew up in the 1980s deprived of pinks, lace, long hair and Barbies, Paoletti suggests, rejected the unisex look for their own daughters. “Even if they are still feminists, they are perceiving those things in a different light than the baby boomer feminists did,” she says. “They think even if they want their girl to be a surgeon, there’s nothing wrong if she is a very feminine surgeon.”