The opposite of Female is Neutral

In retail female clothes are only marketed to those who identify as female. Gender-neutral clothes basically consist of items that are removed of all there feminine aspects. So basically male clothing, High street fashion brands are creating this standard and are not being conscious of the impact it makes on the way our society sees this phenomenon.

Instead of creating a new label we wanted to show H&M that it is better to break these boundaries. By letting everyone dress and be the way they want to.

That is why we tagged feminine items in the store with their claim #conscious, linking to a photo that shows the same item worn by a man. Showing the real gender neutral.

To tell them: This is how to break boundaries. Be conscious.

Check the full project on Instagram @taggingneutral
Read the full statement on Medium

Together with: Mary Kervick & Shé xiǎojuān
Year: 2019