Although there is still a formal division in the men’s and women’s fashion calendar, more and more brands are opting for joint fashion show and even when they are shown at both fashion weeks, the boundaries in the choice of design are increasingly blurred: gender is now less and less important when it comes to fashion collections. And this is the merit, first of all, Generation Z.
From changeable fashion this is often spoken of as a trend: there is nothing more wrong. First of all, because, as history teaches, a man in “feminine” clothes is not so alien to fashion, and, above all, because dress asexual it’s here to stay. And there are countless artists and entertainment figures who support it: think Harry Styles with his romantic Gucci outfits, including dresses and skirts, Timothée Chalamet, who ignited the red carpet of the Venice Film Festival in 2022 with a designer Haider Ackermann tracksuit that left her back completely open, or more or less all the looks worn by Maneskin, who only in January 2023 “married” each other, not missing the opportunity to also throw Ethan, as well as Victoria, in a white dress.
A long time ago there was a tendency to advertise clothes designed for both sexes (in terms of a perfect fit according to the manufacturer’s standards) with words like neutral And unisex – and often meant nothing but capsule collections sweatshirts, t-shirts, creations that have limited themselves to bypassing the gender issue without trying to solve it with a minimum of creativity. However, the fashion that is being imposed today, the one that generation Z is looking for and at the same time inspires every day, is good. far from sober and lazy minimalism fashion unisex past decades. What Generation Z teaches us through the outfits they show off online and the choice of who they choose as their idol is to be floor the brand does not have to offer clothing designed specifically for this purpose.
Second fashion businessNot only is Generation Z the most populous generation ever — it will make up 25% of the world’s population — but in the United States alone, its purchasing power will be estimated at $360 billion. It goes without saying that it’s important to understand his penchant for luxury brands. We are dealing not only with design, but also with a communicative discourse: generation Z is now moving beyond the outdated concept of unisex fashion, stating that, in fact, all fashion unisex, just decide to wear it regardless of your biological sex. So what is really required of brands is not so much to change their offer, nor to turn gender into a personal campaign. It is the consumer who decides whether to buy “men’s” or “women’s” clothing based on other elements that go beyond the gender for which it was originally designed. In general, as he explains BoF in their State of Fashion 2023 report for Generation Z, simply “gender” is not really one of the factors that can influence the choice of purchase.. To satisfy the consumer rather than affect the product, brands can play with the image, for example, by increasing the offer in fashion shows or in advertising campaigns of silhouettes and fabrics that, according to the collective opinion, are suitable for a woman. wardrobe on a man and vice versa. After all, for Gen Z too representation this is serious.
We are facing a full-fledged cultural change that affects marketing, communication, and even the brand experience in store and online. Generation Z wants more than anything inclusiveness. Equally important are freedom of expression complex individual nature without pre-imposed restrictions and stability. joint fashion shows, in a sense, include all of these factors: they are naturally more environmentally friendly, as they reduce annual meetings with subsequent travel and (later) production costs, and at the same time they manage to capture many of the nuances of our modernity. , where there are no longer two genres, but the ways of expression are endless. As explains BoF Alejandro Gomez Palomo, founder of Palomo Spain: “Now you can see the skater with pink nails, a crop top and a pearl necklace. [un] completely natural.” Even recent elections Harris Reidfashion icon asexual, to the creative direction of a historic brand like Nina Ricci, is a sign that the world (fashion and beyond) is officially ready to embrace change. Last but not least, another Gen Z trend that we also talked about as one of the possible drivers for 2023 iscollective approach to the worldinfluencer marketing. The younger ones understand the work influencers in a creative sense, they get their hands dirty and create increasingly researched content that looks a lot like real campaigns. In this case, the brand is forced to leave more freedomgive carte blanche, rely on the visioninfluencers with whom he wants to cooperate – that is why it is more and more important to choose cooperation in accordance with his own form style.
For brands of course i logistical problems: from production – which size scale to follow if adjustments are needed in the original design to suit a wide variety of physical characteristics – on display in stores – should these clothes be shown in the men’s or women’s section? However, it is important that brands strive to solve them, because there is no turning back here. Generation Z liquid fashion starts from the bottom, it’s mix and match ideas, inspirations that change at the speed of TikTok microtrends, vintage clothing and design workmale, female and any other nuance that separates them.
Source: Elle