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SuisseWhen unisex fashion advertises
Zalando, Manor and other retailers promote gender neutral fashion in ad campaigns. The experts evoke a trend and a financial contribution.
The ad campaign shows men in dresses and heels.
Zalando/Screenshot
In its campaigns, Zalando makes male models wear dresses, crop tops or high heels, traditionally feminine clothing. The goal? Be inclusive and diverse. “As a company, we want to take into account the diversity of our customers, our employees and our partners in everything we do. This also applies to our visual language. Thus, during our photo shoots, we often show the same products to models who identify as women, men and non-binary,” explains spokesperson Katharina Hein.
A decision that also stems from the request. “Generally speaking, the demand for gender-neutral clothing is increasing. To address this, we will be launching other collections in this area in the coming months and continue to display gender-neutral content on our website and in our advertisements.
A trend that can also be seen at Manor. “The younger generation in particular is interested in fluid fashion, that is, clothes that can be worn by all genders. Cuts of clothes originally considered feminine are now already readily worn by men, ”notes Manor spokesperson Claire Freudenberger. Faced with this observation and under the sign of diversity and inclusion, the company will develop a new unisex collection.
Gain financier
While this development certainly responds to a demand, it can also prove to be a potentially significant financial gain for retailers. By reacting to the expectations and evolutions of society, fashion houses and brands are pushing this trend. And if the population is receptive, it can boost clothing sales.
Recalling that young people in particular are inspired by pop stars and are open to fashion experiments, Carmen Riediker, head of fashion at the Swiss Beauty Academy GmbH, is convinced that, as “flowing fashion is in fashion, retailers can in any case increase their turnover”.
“Bold Campaign”
Felix Murbach, marketing expert, believes that “the campaign is bold” but recalls that “the public is not accustomed to seeing men wearing traditionally feminine clothes”. The potential is there, however. “If the trend reaches the general public, it could influence other sectors. For example, T-shirts showing the belly could lead more men to wish for a “visible” belly, which could have repercussions for the fitness sector,” he explains.
For Luisa Rossi, stylist and lifestyle expert, this trend will not prevail in the long term. “We have already tried in vain in the past to enthuse the great mass of men for women’s clothing,” she recalls.
(tho/aze)