Valentino

Marketing > Campaigns > Analysis

 Classifying clothing by gender is the way the fashion industry has operated throughout history. Gender
roles set by society have established certain characteristics that have defined particular colours and
silhouettes as gender-specific.
As noted in the Genderful report, "as society dismantles gender stereotypes, 'genderless' is rebranded
to 'genderful' – a positive identity that is unique to each person, constantly evolving and inclusive of all
forms of self-expression." Society's breakdown of the stereotypes associated with gender illustrate that
fashion is subjective and open to interpretation.
Luxury brands tend to focus on preserving their heritage but recently, many have been looking to the
future by embracing modern social concepts. Gender-neutral campaigns are a reflection of the time,
and blur the view of masculinity versus femininity. Luxury companies are emerging as progressive,
inclusive brands.

Louis Vuitton

Salvatore Ferragamo Gucci Marc Jacobs

Marketing > Campaigns > Analysis

 ​ ouis Vuitton broke down gender norms by casting Jaden Smith in its S/S 16 womenswear
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campaign. Smith is photographed alongside a cast of female models wearing pieces from the
label's RTW line. As Genderful states, "Generation Z is creating a culture of openness without
prejudice, and fewer young people are identifying themselves based on their gender". This
progressive casting choice illustrates that Louis Vuitton is looking to engage with a younger
demographic. The brand is focused on its future and adapting to changes in social norms as
they evolve.

Marketing > Campaigns > Analysis

 Marc Jacobs cast a diverse group of male and female figures for its spring 2016 campaign. Dan Donigan, a former store employee (also known as alter-ego Milk having
competed in TV show RuPaul’s Drag Race) wears a mid-length denim skirt while Noel Cleveland sports an oversized pale blue coat alongside his model mother Pat and sister
Anna. Jacobs himself is seen in a separate shot wearing an American flag shirt with bleached baggy denim. All of these pieces were originally worn by female models on the
spring 2016 catwalk, showing Jacobs's commitment to breaking down gender stereotypes in clothing.

Marketing > Campaigns > Analysis

 Valentino has tapped seasoned fashion collaborator, Vanessa Beecroft, to work on its latest
Pre-Fall initiative, Rockstud Untitled. Beecroft uses powerful messages as a subtle undertone.
Shot at the New York Academy of Art, the campaign was both photographed and filmed, and
features a combination of 25 street-cast and professional models. The clothing consists of a
plethora of basics that are not intended for one gender in particular, but for both to wear and
enjoy, together.

Marketing > Campaigns > Analysis

 ​ ince Alessandro Michele took over the reigns of Gucci it has undergone a sizable design shift.
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The brand once known for its illustrious sexy aesthetic has emerged with an ambiguous
collection of glamorous designs that bridge the gap between gender-specific clothing. Both male
and female models have featured in its menswear and womenswear catwalk shows and its
advertising campaigns. From 2017 onwards both collections will be shown together, proving
Gucci is not bound by the borders of him versus her.

Marketing > Campaigns > Analysis

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Campaigns

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Analysis

​ alvatore Ferragamo recently unveiled a new short film for its Off-Duty campaign. Shot on the streets of Berlin, the campaign features one male and two female models wearing
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the latest styles of footwear and accessories, consisting of two separate lines: one for men and another for women. The unisex aesthetic represents the growing prevalence of a
gender-neutral dress code across modern society. The products represent the idea that loafers, for example, do not exclusively belong to the male gender; in fact, woman want
to, and can, wear them, too.

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