Diverse Customer Shoutout: Abercrombie & Fitch's Everybody: From Gender Sexualization to Gender Neutralization
Not so long ago, Abercrombie and Fitch banned their models from
going shirtless and flaunting their perfect six-packs and V-tapers. The
once controversial retailer decided to bet on the quality and diversity of its
merchandise as opposed to relying on sexualization of its employees to
sell clothes in-store and at brand events.
Diverse customer is proud of the retailer's efforts in keeping up with
their commitment to rebrand as it continues to jostle out
of declining sales and obscurity.
Abercrombie & Fitch has launched a gender-neutral children’s
clothing line. The line, called “Everybody,” is for every kind of child, the
company has claimed.
But people aren’t so sure that A&F’s The line has attracted a
backlash from people accusing the company of equating being gender-neutral with
being stereotypically male | PINKNEWS
Just a
couple of weeks we posted a similar feat of inclusiveness by John Lewis with the introduction of ‘gender neutral’ labels on children’s
clothing, that too, invited a lot of flak.
It is
unfortunate that these highly progressive stances on ditching reinforcing "gender stereotypes" have met with such regressive tirade.
Continuing the fairy tale flavouring, Once upon a time, there were only two sexes, male or female. Anything in
between was considered too inessential to warrant a categorization. Thankfully,
we are out of the dark ages but the shadows still lurch about here and there
that denies the parallel lifestyle of today's men and women who want their
clothing choices to be able to perform and reflect that confluence.
The "nouveau sexist" and the "cisgenderist" (or people who have to be gender specific
all the time) might be having a field day labelling any form of gender neutrality as
a passing trend, trolling, denying and abusing anything that doesn’t fit
their norm of normalness but there is already a sensibility of
duality, plurality, androgyny, unisexualism in existence, in full force now,
and in the process creating a whole new customer identity, shedding
traditional stereotypes and social constructs of male and female.
We strongly believe, as gender norms continue to loosen, regardless of sexual
orientation and categorization, almost everything concerning gender perception of femininity
and machismo has gone into a constant state of influx and evolution, and
inadvertently has become an agent of change - forming a spectrum
of gender dichotomy that is fluid and ever evolving.
Neutrality is becoming a crucial element in the modern liberal notion of inclusion, diversity and equality.
- Amit Anand
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