ASOS and GLAAD collaborate to create a gender-neutral collection
Fashion brands are going political, using their platforms to support organizations fighting the good fight for equality. ASOS is the latest retailer to offer apparel benefitting a worthy cause, and its efforts go beyond putting a slogan on a T-shirt: It teamed up with GLAAD on a gender-neutral capsule collection, with part of the proceeds from each sale benefiting the LGBTQ+ rights organization's Together campaign.
Every item in the collection includes GLAAD's ampersand logo as a symbol of unity, a value the line lives up to by eliminating restrictive gender labels. This marks the first time ASOS releases product that's specifically marked as gender-neutral. To match its inclusive messaging, ASOS and GLAAD cast models across the gender-identity and sexuality spectrum to front its campaign, from Richie Shazam to 13 Reasons Why star Tommy Dorfman.
“It’s exciting to be a part of the first GLAAD collaboration with a major brand, especially one with such a big reach, like ASOS,” Dorfman told Glamour. The collection aligns with the actor's vision for fashion, one that's more inviting than what shoppers may already see. “I think fashion should always be open, flexible, gender-nonconforming,” he explains. “It’s important for people who identify as fluid and nonbinary to also have a place to shop that doesn’t force them to pick a gender that doesn’t feel right.”
Despite the gender-inclusive branding and accessible price point (items start at $13 for a ring or necklace), Dorfman did note one area for further improvement in this collection: In future capsules and collaborations, he'd like to see inclusive options for shoppers that aren’t rooted in traditionally “masculine” styles, such as skirts and dresses, feedback that other mass retailers that have released gender-neutral clothing have received in the past. All in all, though, it’s progress to see a major brand showing its support for customers beyond the traditional categories we see represented in mainstream retail. "Raising awareness globally for marginalized or at-risk groups, funding organizations, and educating their clients" are important steps Dorfman thinks that ASOS has taken with this collection.
Copyright The Gayly – November 4, 2017 @ 11:57 a.m.