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Brief Published: 9 Sep 2015

You Do You: Gender-Fluid Fashion

Editorial featuring Chaplin Tyler photographed by Logan Jack

Questioning the identity spectrum in accordance with the increasingly fluid views of millennial and Gen Y consumers, new online fashion platform You Do You is a portal for ‘agender’ fashion, accessories and lifestyle.

The first of its kind, You Do You supports both the consumers and producers of genderless fashion by fostering a community driven by original content, editorials, advertorials, interviews, and news stories dedicated to spreading the word about genderless lifestyle and fashion ideals.

Designers that both defy and completely ignore traditional gender signifiers, such as Eckhaus Latta and Timo Weiland, are featured alongside profiles of transgender and ‘cisgender’ muses like 20-year-old model Kira Conley. Beauty editorials also offer styling and grooming ideas that tap the genderless ideal – think bowl cuts and dewy skin. 

As we detail in our report Fashion & Beauty: Liberating Gender, the number of consumers who openly sit across the identification spectrum is growing, and fashion and beauty brands should develop product and strategies that cater to desires as yet unmet.

For more on transgender concepts seeping into mainstream fashion, beauty and retail, see & Other Stories: Transgender E-Tail Comms, Clean & Clear Taps Transgender Teen Advocate, Redken’s Transgender Beauty Hits the Mainstream, and Barneys’ Transgender Campaign Stars.

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