Going grey

Going grey

Ungendered fashion brands

There’s a lot happening around gender-neutral fashion. Just recently, Selfridges announced a deep dive into the sex-neutral pool with its Agender retail pop-ups to enable fashion ‘to exist as a purer expression of self’, while an outfit like Baja East, is calling its take on the trend ‘ambisexual’. Also in the pipeline is an ‘androgynous brands’ rollout from Kickstarter-funded retail start-up Greyscale Goods which is aiming to revolutionise the way we shop, no less.

What does style bible Vogue make of this stuff? “Fashion is moving beyond the straightforward notion of borrowing from the boys towards a freewheeling, fabulously grey area where clothes are gender-neutral,” the mag opines.

Menswear is becoming more feminised as more men feel free to depart from once-narrow dress codes, thinks JWT Intelligence, while fragrances are blurring distinctions more frequently, like Pharrell Williams’ unisex Girl for Comme des Garçons, for example. Social views are evolving as people come to understand that gender identity is a complex matter, and an open-ended view of gender is becoming more mainstream thanks to millennials, who tend to believe that gender is about spectrum, not polarity.

Data in the D-Riving seat

Data in the D-Riving seat

Mannequins mobilise marketing

Mannequins mobilise marketing