Fashion brands have always strived to stay ahead of the curve, but the future of fashion lies in embracing gender fluidity. Closing out Paris Fashion Week, Duran Lantink, renowned for his gender-fluid fashion, sends a clear message that the industry is evolving. While unisex fashion has been around for decades, the immense opportunity that brands face now is undeniable.
According to industry projections, the global market for unisex or genderless fashion is expected to grow by 4.5% annually, reaching $3.2 billion by 2028. Surveys have shown that a significant number of consumers have already purchased fashion that transcends traditional gender boundaries. Mainstream fashion brands have a unique opportunity to capitalize on this trend.
Don’t Be Neutral
Currently, there’s a lot of confusion surrounding terminology like ‘gender-neutral,’ ‘unisex,’ ‘genderless,’ and ‘gender-fluid’ in fashion communication. It’s crucial for brands to move beyond outdated labels and embrace the term ‘gender-fluid’ when talking about inclusive fashion. This shift highlights a commitment to diversity and inclusion rather than a one-size-fits-all approach.
Co-creation is Key
The success of gender-fluid fashion lines is closely tied to involving the target audience in the creation process. Fashion brands need to delve into the mindset of their community, listening and taking cues from them. Customer focus groups can help brands better understand what their customers want to see in gender-fluid products.
For example, Ganni, known for its authentic gender-neutral designs, involves its community regularly. Collaborations with partners who excel in the gender-neutral space can lead to truly inclusive products. By working with smaller brands experienced in catering to customers across gender lines, established brands can learn and grow.
It Doesn’t Stop with Gen Z
While Gen Z is leading the charge in embracing fashion that defies traditional gender norms, the appeal of gender-fluid dressing extends beyond this generation. A survey conducted in the US revealed that over 60% of Gen X respondents also expressed interest in shopping more gender-neutrally in the future. Brands like Vans and Converse have long sold shoes that transcended gender boundaries.
It’s important to remember that older generations may be influenced by younger family members and the overlap between gender-inclusive clothing and ethical, sustainable brands. Ganni, for instance, has become a favorite among non-binary individuals from both younger and older age groups. Confidence and inclusivity are key drivers for this growing community.
At the end of the day, clothing should be for anyone who wants to wear it. Understanding the needs and desires of your community is paramount. By creating clothes that answer those needs and marketing them appropriately, fashion brands can navigate the gender-fluid future with success.
For more fashion news and insights, visit F5 Magazine.