Brand Watch: Mother’s Gender-Neutral Agenda
LA-based denim brand Mother has launched a gender-neutral capsule collection to promote LGBTQI visibility. It joins a growing list of brands attempting to break down binary stereotypes and cater to modern consumer attitudes towards gender, sexuality and fluidity.
Appropriately named Love Your Other, the 10-piece collection offers a range of non-gender-conforming wardrobe basics including boiler suits, denim staples and statement-making jersey pieces – think captions like ‘Labeless’ and ‘Not %100’. A portion of the proceeds is donated to LGBTQI visibility and awareness project Self Evident Truths.
Pieces retail at $105-359 and will be available in boutiques and department stores worldwide, as well as on Motherdenim.com.
For more on the future effect of gender fluidity on consumer spending, read our Industry Trend report The New Fashion Landscape, publishing on July 18. See also Gender-Fluid Generation: Beauty Attitudes and No Normal: Post-Diversity Marketing.