The British design firm Belstaff began in the early 1920's and specialized in the field of waterproof outerwear in technical applications such as motorcyling. Their symbol, the Phoenix, represents endurance and recreation. In the advertisement at left, Belstaff adopts the androgyny of youth as a symbol for not only recreation but also release from the vagaries of daily living. The label thus propagates the idea of androgyny as an ideal state within the fashion world.

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