4 hours ago | By Theresa Yee
Get more Denim insights as a WGSN subscriber
Jul 13, 2016
Los Angeles based denim brand Mother is joining the gender neutral conversation with its latest collection and social media campaign. Mother wants you, the consumer, to ‘listen to your mother and #loveyourother’.
Mother denim’s #LoveYourOther gender-neutral capsule collection is dedicated to the freedom of being who you are and the spirit of celebrating differences without judgement or labels. A portion of the proceeds from this collection will benefit Self Evident Truths and its work for LGBTQ visibility, according to the label.
In addition to this, they are urging the consumer to join in the conversation of equality by posting a message of support and a photo on their social media channels with the hashtag #LoveYourOther tagging @motherdenim @SelfEvidentProject.
This isn’t the first time that a fashion retailer has jumped into the gender neutral discussion, in fact the words ‘gender neutral’ are probably the two biggest buzzwords in fashion right now. First, with major global retailer Zara’s ‘ungendered‘ clothing range and now LA-based Mother denim capsule collection, and lets us not forget about denim brand 69 which identifies as a non-gender, non-demographic denim clothing line.
And while you might argue that denim has always been gender-neutral, it’s clear that 2016 is the year that retailers are really coming out in support of this new normal and crafting innovative campaigns (from photography to styling and social media) to make us think more about what we’re wearing.
Check out the latest pieces from the Mother collection below.
Like this? Follow Lourdes on Instagram here
DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business. Sound good? 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.