“Genderless” has become part of our societal thinking and lifestyle. Strongly led by Generation Z (born between 1995 and 2010), this movement is about stripping away labels and celebrating all genders. Conventional gender expectations disappear: men aren’t afraid to show their feminine sides, and women embrace their strength.
 
Seen on the catwalks (androgyny dominated A/W 17/18 London Fashion Week), in street looks, in advertising, and throughout the entire beauty industry—the boundaries between sexuality are becoming increasingly blurred. In fashion, gender norms are being challenged.
 
“Young designers (most under the age of 25) are starting conversations about personality rather than gender. They are backed by a multitude of campaigns, collections and catwalk shows that effortlessly mix guys and girls together.” Source WGSN, The Beauty Buzz 12.28.16.
 
Clothing brands are launching more genderless collections and promoting androgynous looks—using pastels for their men’s collections and offering oversized blazers and suit pants for women.
“It’s not switching guys into girls, or girls into guys, its celebrating the masculine and feminine sides of both.” Simon Miller, KMS Global Style Council
 
On YouTube and in partnership with major beauty brands, guys do make-up tutorials to rival any woman’s skills. Women want to be seen as athletic and strong, promoted by sports brands and using the popular social media slogan “strong is the new sexy.” Inspired by this trend, we created our latest collection: Genderless Grooming.
 
“The models we’ve used from the shoot really represent this gender neutral trend because they really are – we’re working with different shapes, so masculine shapes on girls and more feminine shapes on the boys, but also the other way around as well, and we’ve really played with the products in a non-traditional way, so really representing this genderless vibe.” Sam Burnett, KMS Global Style Council
 
Disregard the traditional styling norms for men and women and break out of gender stereotypes:
 
Men’s grooming? Ladies’ styling? Doesn’t matter. STYLE MATTERS.