14 April 2024

Genderless dressing is a big topic in fashion. But have you ever thought about fashion without gender boundaries? Viennese bag label Ina Kent has.

Under the motto 'make your choice', the Viennese bag label Ina Kent launched a new campaign this week to promote fashion without gender boundaries. The brand is not jumping on the bandwagon of the genderless fashion trend, but rather changing the perspective of gender roles, or more precisely, boundaries, to make room for male and female parts in one outfit. In the recently released press information, the bag label states that 'genderless dressing' is no longer a novelty in high fashion bubbles and among Gen-Zs, while fashion without gender boundaries is not yet part of a lived reality in everyday life.

The new photo and video campaign with the slogan "Who is afraid of... femininity?" promotes personal expression and freedom of choice with the motto 'make your choice'. It features five male protagonists, including a farmer, a banker, a motorcyclist, a construction worker and a bouncer, wearing bestsellers from the label's range that are mainly associated with women's wardrobe, such as handbags. In this new context, the styling of the handbags may be reminiscent of men's style in the 1970s, when gender lines in fashion were blurred for the first time in recent fashion history. Movements such as feminism, LGBTQ+ rights and the counterculture of the 1960s had a significant impact on challenging traditional gender roles and norms in the 1970s - to this day. People in the 1970s were increasingly questioning and redefining societal expectations around gender, allowing for a more fluid and inclusive approach to fashion. Society has already come a long way in overcoming boundaries!

Images: The pictures show two of the protagonists - a motorcyclist and a farmer - of the new campaign 'Who is afraid of... femininity?' under the motto 'make your choice' for the range of the bag label Ina Kent. In addition, videos are published on YouTube, such as the ones with the biker or with the farmer. Photos: © Pascal Schrattenecker.