Oct 19, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Jan 26, 2016
Cottoning onto the gender neutral trend that’s currently making the campaign rounds, AG Jeans has enlisted supermodel Daria Werbowy for her fourth campaign with the brand, this time with the twist of it doubling as both the men’s and women’s advertising.
The brand follows in the footsteps of Louis Vuitton’s ad campaign starring actor Jaden Smith posing in a skirt from the label’s S/S 16 collection as well as Acne Studios A/W 15/16 campaign which featured the 12-year-old son of founder Jonny Johansson in its women’s collection.
The gender divide’s bridging gap is not a totally foreign concept and those wanting to understand its recent evolution can read about it in the ‘Global Digest – Genderless Fashion’ report on the site.
The snowballing trend has been steadily building from as far back as 2011 however the recent development of creating genderless and unisex advertising is its latest iteration and one that looks set to continue in 2016.
AG Jeans’ Director of Global Communications explained that the recent campaigns by brands like Louis Vuitton sparked the idea of reversing the gender role and described model Daria Werbowy as the perfect candidate to be able to do so:
“It’s not often you have the opportunity to work with someone like Daria and part of those advantages are that your parameters, so to speak, are limitless. We saw the recent trend of some designer brands shooting men in womenswear and thought doing just the opposite could/would be interesting and noteworthy.”
The images shot by photographer Cass Bird were also accompanied by an intimate film showing Werbowy in the collection as she and Bird (the two are good friends IRL) hang out in a sunlit apartment before traipsing through the streets of LA.
For more global analysis, key beauty trends and consumer trend forecasts, join WGSN
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.