This is the first time that Etam has imagined pieces that can suit everyone. The name of this collection: “Gender Free”.
Small revolution at Etam. The traditionally feminine lingerie brand has just unveiled its new line. Named Gender Free,; she has the ambition toaddress each and everyone“. The campaign visuals feature androgynous silhouettes, perceived as feminine or masculine, dressed in the brand’s latest collection.
Composed of a brief, a boyleg (or boxer), a bra and a bodysuit, it comes in three colors. White, blush and an ink shade available in S, M and L from 12.99 euros. To make its pieces, the brand used an innovative material: Umorfil Beauty Fiber. This fabric is made from collagen extracted from fish scales, which gives it a silky feel as well as moisturizing and thermoregulating properties.
lingerie gender fluidthe new normal?
While ready-to-wear brands have long since break down gender barriers (there are countless so-called “feminine” fashion shows that include “masculine” silhouettes and vice versa, not to mention the shows where men wear clothes perceived as feminine), the lingerie sector remains highly segmented. Boxers and briefs for men, panties, thongs and lace bras for women. Among the brands to have understood the earliest that it was necessary to be inclusive in their communications and in their collections, brands specializing in menstrual lingerie. This is the case of Moodz, which has posed transgender men in some of its campaigns and has created a menstrual boxer. In addition, the brand has also decided to donate 250 boxers and donate 1% of the turnover generated by this piece to the trans and feminist community association. Accept-T.
Other labels are also positioned in the lingerie niche gender fluid. This is for example the case of the British label The Girls The Boys launched in 2017 by Serena Rees, also founder of the Agent Provocateur brand. The motto? “We believe that you and only you can choose what, who or how you are. it doesn’t matter to us and it shouldn’t matter to anyone else either. The girls one day the boys the one after. The boys up, the girls downstairs. [Nos collections] of lingerie or streetwear celebrate the fluidity of love and friendship, meeting cultures, states of mind and multiple identities” specifies the brand on its website. A program to which we gladly adhere.