Lines between men's and women's fashion are blurring as more retailers embrace gender-fluid look
More consumers are seeking gender-neutral apparel, and retailers are looking to meet that demand.
McCann, who is nonbinary, often starts out by perusing dresses, which tend to be a better fit for a female body type. Then, McCann will shift to the men's side of a store to pick out more masculine items: combat boots, oversized tees and sweatpants. McCann, who uses the gender-neutral pronoun they, mostly spends time and money on resale apps like Depop, and shopping vintage goods from thrift shops by browsing by size instead of by gender.
"Retailers and brands should be looking at gender-fluid apparel as an opportunity," said Erin Schmidt, senior analyst at Coresight Research, a global advisory and research firm specializing in retail and technology. "It absolutely can't be ignored. It will definitely be impacting the fashion trends of the future. And the retailers and brands that are doing it now are really going to be ahead of the curve.
The movement has started with smaller clothing brands — The Phluid Project, Les Girls Les Boys, Tomboy X and Wildfang — that are looking to challenge gender norms. Catering to people looking for gender-fluid clothing options, these companies embrace diversity, equality and inclusion, and their efforts are reflected in their marketing.
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