GUCCI has launched a new initiative that makes shopping the luxury brand more inclusive. On July 22, Gucci launched its new, “genderless” shopping category on its website, which the brand has called “Gucci MX.” According to the webpage, the new section is “set out to deconstruct preconceived binaries and question how these concepts relate to our bodies. Celebrating self-expression in the name of all gender equality, the House presents MX.”
As reported by i-D, Gucci MX will feature the brand’s collections — starting with Pre-Fall and FW20 — using only gender-neutral models to style the pieces. The move to launch Gucci MX is a first in the luxury fashion world, and certainly sets a precedent for other brands to pay attention to
“The House’s collections emphasize the dissolving lines of the gender divide in the name of self-expression,” the Gucci MX webpage also states. “Playing with the constructive nature of gender, the MX project underlines the performative nature of what we wear, presenting masculinity and femininity as relative concepts.”
Gucci MX divides products into four categories: Ready to Wear, Handbags and Luggage, Shoes, and Accessories. Sizing for the pieces is, of course, gender-neutral as well. Back in May, the brand implemented gender-fluid shopping section, writing that it was the just the latest venture from Alessandro Michele, the brand’s creative director, to embrace “gender fluidity and inclusivity.” Then, the brand also announced it was taking a season-less approach going forward.
In a time when fashion brands are tasked with finding ways to be forward-thinking, Gucci has made a trailblazing choice to launch this new section and it will hopefully encourage other luxury brands to follow suit.
Gucci is fully owned by Kering Group
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