Why Brands Should Think Gender-Neutral

by Dominik Dodt

Photo by Dominik Dodt

Fashion shapes society and the reality of life for many people. It stands for identity, belonging, and change. This is already evident in various trends and movements that address the issue of sustainability in production, sourcing, and marketing (Green 2025). Nevertheless, many brands still think in terms of traditional gender classifications. Clothing is still strictly divided into “male” and “female” based on colours, cuts, and materials. At the same time, socially relevant topics such as diversity, gender neutrality, and inclusion are widely discussed. Increasingly, younger consumers are questioning traditional gender boundaries and looking beyond this outdated way of thinking. This movement raises a key question for brands: Why don't brands think in a gender-neutral way and present their products as gender-neutral?

In this article, I would like to question the traditional thinking about gender boundaries among various brands and discuss different aspects of gender-neutral thinking in relation to products. This topic is particularly important because it highlights current social issues that are of particular concern to Gen Z and millennials (Christine & Christine 2024) and makes it clear that fashion has long been more than just a function and is a form of self-expression.

Increasing Dissolution of Gender Boundaries and Social Change

Illustration by Dominik Dodt

Societal notions of traditional gender separation into “male” and “female” are increasingly changing (Kulkarni 2025). Young consumers in particular emphasize that they interpret fashion more as a means of individual expression and less as a classification into genders (Freeman 2018). Miuccia Prada, Italian fashion designer and co-owner of the luxury label Prada, emphasized back in 2014, “I think of people, not of gender,” making it clear that fashion should break away from classic gender boundaries and think more diversely (Christine & Christine 2024). This change underscores once again that the rigid social norm of gender boundaries must be interpreted in a much more dynamic way. In order to avoid the risk of being left behind both socially and economically, brands must address the increasing dissolution of gender boundaries. After all, fashion stands for identity and personal expression.

Seeing Clothing as Clothing and as an Expression of Oneself as an Individual

Many young and modern designers such as Ludovic de Saint Sernin and Telfar Clemens are described as gender-neutral artists and repeatedly emphasize that the pieces in their collections should be viewed as pure garments (Freeman 2018). In an interview with Vogue Germany, Anna Menecia Antenete, designer and creative director of amaaena, makes it clear that gender-neutral fashion is a decision in favour of personal development and constant change (De Antoni 2023). It becomes clear that fashion is a central factor in self-expression, challenging traditional norms and promoting the desire for self-determination. When brands think of clothing, accessories, and jewelry not only as purely functional, but as a means of expression, they give their consumers the opportunity to freely shape their identity. This idea also opens up new economic opportunities.

Photo by Dominik Dodt

Economy Opportunities

Gender-neutral thinking offers brands a unique opportunity to rethink their potential customer base and attract new consumers. However, brands must not use this way of thinking as a form of “moral washing;” it must be fundamentally anchored in their brand identity. In an interview with Vogue Germany, Anna Menecia Antenete also emphasized that she would like to see the assignment of gender categories in stores disappear (De Antoni 2023). These findings are of central importance because they outline that diversity and a gender-neutral appearance are relevant not only from a moral perspective, but also from an economic point of view. Brands that take this point into account will be able to achieve sustainable success in the future.

Cultural & Inclusion Aspect

Fashion is not only a consumer good, but also offers every individual the opportunity to express themselves culturally, which in turn shapes society. In his 2002 book Middlesex, Jeffrey Eugenides wrote: “Sex is biological. Gender is cultural.” (Freeman after Eugenides 2018). Eugenides thus fundamentally questions the culturally influenced narrative of gender roles and focuses on the important insight that genders should be understood as constructs that are constantly changing (Freeman 2018). A gender-neutral and more inclusive brand orientation is therefore particularly important and a central point in the discussion about self-expression and individuality. It offers every individual the chance to fulfill their desire for freedom and identity (Kulkarni 2025).

It can be said that the approach of gender-neutral fashion gives every individual the chance to find their own individual freedom, to express themselves and thus act authentically. At the same time, the approach of a more diverse and inclusive way of thinking represents a clear departure from the classic system and thus serves, especially in these times, to raise the profile of and support socially marginalized groups.

Bibliography:

Green, E. (2025, 18. Februar). Nachhaltigkeit in der Mode: Trends und Innovationen für 2025. Sigma Earth. https://sigmaearth.com/de/Nachhaltigkeit-in-Modetrends-und-Innovationen-f%C3%BCr-2025/

Kulkarni, K. (2025, 29. Januar). Gender fluidity in fashion: Smashing conventional boundaries. Fibre2Fashion. https://www.fibre2fashion.com/industry-article/10278/gender-fluidity-in-fashion-smashing-conventional-boundaries

Freeman, L. (2018, 12. Juni). Gender Neutral Fashion: Braucht die Mode noch Geschlechtergrenzen? Vogue Germany. https://www.vogue.de/mode/artikel/geschlechtsneutrale-mode

Christine & Christine. (2024, 12. März). Gender Neutral Fashion: Mode löst sich von Geschlechterrollen. | Ana Alcazar Magazin. Ana Alcazar Magazin | das Online Fashion Magazin Des Münchner Designerlabels. https://www.a-n-a.com/shop/blog/style-notes/gender-neutral-fashion-mode-loest-sich-von-geschlechterrollen

De Antoni, A. B. (2023, 18. März). amaaena: Wie das Wiener Label Genderklischees durchbricht und wirklich geschlechterlose Mode macht. Vogue Germany. https://www.vogue.de/mode/artikel/amaaena-designerin-interview-geschlechterlose-mode

Bio:

Dominik Dodt is pursuing a master's degree in fashion management at AMD in Düsseldorf. He completed his bachelor's degree in a dual study program in business administration with a focus on marketing and sales at the University of Applied Sciences in Bielefeld. He has been working in the fashion industry for almost five years and is particularly interested in brand management and communication.