This document discusses the rise of gender neutrality in various industries. It notes that identities are becoming more fluid as stereotypes break down. Examples provided include gender neutral products in beauty, fashion, toys, and retail. Brands are embracing neutrality through inclusive marketing and products that focus on individual needs rather than gender. Generation Z is growing up in a more gender neutral world which will further drive societal changes around inclusivity.

3. 2015 has seen female empowerment
become a key trend globally;
inspired by adverts such as the
Always #LikeAGirl global campaign
and the Sport England movement
‘This Girl Can’.
At Butterfly we’re always on
the lookout for shifts in
consumer behaviour and
cutting-edge innovation, and we
have seen a new trend emerge
from a similar thread; rooted
in empowerment....
THE NEW FACE OF BEAUTY

4. Identity used to be something that you were
born with and couldn’t change.
Age, race, gender and nationality were
firmly fixed, determining who you are
and your place in the world.
Now our identities are becoming fluid and
changeable, reflecting the influence of social
status, personality, taste and appearance.
We are breaking down our societal
conventions and creating more
‘trans’ categories than ever before.
What is the trend?

5. Unisex trends and products aren’t anything new, whether it is
a t-shirt, soap or shampoo products.
However, the new trans-category movement represents something larger
at work - a comprehensive dismantling of discriminatory stereotypes.
This means that brands need to keep up with progress in western
society, gender specific marketing is no longer relevant for young
consumers who have grown up in a world of gender equality.
By embracing gender neutrality, we are embracing inclusivity.
Why should we care?

6. OH BABY: 2015 has shown to be the year of
gender neutral baby names. More open-minded
parents have elected to abstain from
traditional societal norms and remove the
pressure on children to conform to
stereotypes that might be restrictive.
Societies are becoming more inclusive
NEUTRAL CANVAS: The first woman to have a
contract with Ford’s men’s division, Casey
Legler is used as both a male and female
model. Her fluidity between genders is unique
and exciting.
DEMAND FOR DIFFERENT: Trans Models is the
world’s first transgender modelling
agency, a breaking new sector for the
modelling community and for the transgender
community who are becoming more inclusive
and desired within the industry.
NEW WOMAN: A high profile gender change from
Olympian Bruce Jenner to Caitlyn.
Transitioning her entire look, Caitlyn
dresses completely feminine, which is
changing the perceptions of
transsexual figures.

7. The non-confirmative lifestyle choices such as
cross-dressing, transsexuality and androgyny challenges
people’s safe space of understanding.
Being considered different creates stigma and hinders
those who need room to develop their identity. Not just
in a sexual sense, but in a holistic way.
Neutrality within our culture allows for integrity,
unity and impartiality to become core values, in a way
that will allow our society to fully progress.
The positive changes neutrality brings

8. Globally, brands are
embracing the values of
neutrality and driving
these products on a mass
market scale.
We want to share the
latest category inspirations
on beauty, fashion and
Generation Z within this
new movement.
So what are
brands doing?

10. Beauty is personal, it’s driven by an individualistic need,
making personal care a highly categorised market
for consumers identity type.
Consumers want to liberate themselves from the
constraints that pigeonhole their beauty identity; age,
ethnicity or gender should no longer matter.
Here are the top 5 personal care examples that are
embracing neutral identity.

11. Saana Hellsten has created a neutral shaving kit that focuses on
a person’s customised need and purpose. With a name that means
neutrality, Basik creates a unified identity across all of the
products by being simplistic in palette and information.
Gender neutral shaving kits:
Basik

12. The context collection is made up of seven items, each
formulated for no specific gender or ethnicity and is focused on
functionality and results. Making personal care routines
simplistic and essential only. The accessible price point adds
to the overall goal of inclusivity for this brand.
Gender neutral skincare brand: –
Context

13. A Japanese leading cosmetics brand is championing gender
equality by creating a captivating advert that globally went viral
within hours. Highlighting Shiseido make-up’s transformative power
and morphing boys into very realistic looking girls.
Gender fluidity advert:
Shiseido

14. Maison Francis Kurkdjian’s ‘Aqua Universalis’ is the label’s
signature scent, described as the “missing link” between
gender specific fragrances. The brand focuses on neutral
scents like freshly showered skin, laundered linens and
crisp air - all universally loved aromas.
Gender neutral scent:
Aqua Universalis

15. To be launched in early 2016, a kick-starter razor prototype that com-
bines simplistic design with lazor technology. This new age razor
blurs the lines of the commercially driven gender category, bringing
gender neutrality back to the art of shaving.
Gender neutral razor:
Skarp

17. Fashion is completely interpretive, it’s an
expressive category that has always embraced
fluidity between genders and ages.
Going beyond trans categories, fashion is driving the
values of neutrality by focusing on simplicity
and functionality for everyone.
Here are the top 5 fashion examples that are
embracing neutrality.

18. A revolution of style undefined by gender. Inspired by fit, detail
and the diverse cultural hub that is London, Bethnals offers the
perfect fit in one unisex jean. A simple, fuss-free denim that
speaks volumes without the need to be over-styled.
Gender neutral jeans:
Bethnals

19. Deigned by American artist Peregrine Honig, the recent
Kickstarter-funded brand provides functional undergarments for
people who are going through gender transitions. The aim is for
consumers to build “beautiful relationships with their
bodies, with who they are, and who they want to be”.
Transgender underwear:
All Is Fair In Love And Wear

20. Inspired by the fashion needs of both its founder and the larger LGBTQ
community, NiK Kacy, who identifies as gender-fluid, queer and trans, designed his first
collection of luxury masculine gender-neutral shoes. The brand provides a solution
for the on-going problem of individuals unable to purchase mens’ styled shoes due to
limitations in sizing set by the shoe industry based on gender.
Gender neutral shoes:
Fortune

21. Based out of New York, the brand has a mens’ undies-inspired
flat waistband and are intended to fit everyone no matter
what their sex or body type is. Free from any floral patterns,
lace or other generally girly designs, Play Out emphasis is
on graphic design and functionality.
Gender neutral underwear:
Play Out

22. High-end department store Selfridges has created a unique concept for a
genderless shopping experience across fashion, accessories and
beauty. “We want to take our customers on a journey where they can shop
and dress without limitations or stereotypes,” - Selfridges spokesman.
“A space where clothing is no longer imbued with directive gender
values, enabling fashion to exist as a purer expression of ‘self.”
Gender neutral retail:
Agender shopping

24. There’s no denying that the global shift towards gender
neutral will have greatest impact on the newest generation of
consumers – Generation Z.
Our children will grow-up in a society that has neutral baby
names, pronouns and bathrooms, putting an end to factors that
trigger segregation and thus driving a culture of inclusivity.
Here are the top few Generation Z examples that
are embracing neutrality.

25. Canadian brand Muttonhead is known for its sustainable,
gender-neutral clothing for adults, however it recently launched a kids
line, Lil’ Mutts. The brands opens the amount of choice on offer and
means that we’ll be leaving behind the limited days of pink or blue.
Gender neutral children's clothing:
Lil'’Mutts

26. Earlier this summer a tweet from a concerned mother went viral,
highlighting Targets gender-segregated signing, distinguishing girl’s building
sets from the standard building sets. Since this exposure, the retail giant Target
has removed all of its ‘gender-based signage’, switching to neutral text and colours for
its consumers to shop specifically for items, not within the gender stereotypes.
Gender neutral signs:
Target

27. Designer duo Ava Nirui and Alex Lee have crafted a gender-neutral wardrobe
for the gender-bending fashion generation Z. With more and more
designers and fashion icons dismissing the idea of clothes that target a
specific sex, Nirui and Lee have decided to do the very same with the
iconic feminine Barbie doll. Designers wanted to create “Realistic
Barbies” that challenge the perception of “perfect” femininity.
Gender neutral toy makeover:
Barbie

28. www.butterflylondon.com
ABIGAIL COLEMAN
abigail@butterflylondon.com