H&M is changing the game.
The well-renowned clothing brand will be releasing a number of denim products that are non-gender specific later this month, marking the birth of a unisex line dubbed "Denim United."
In a press release, company spokeswoman Marybeth Schmitt indicated that the move was nod to cultural fashion trends.
It is very natural for us to launch a unisex collection as fashion is constantly evolving and intersecting and today we see there are no boundaries in democratic style. Fashion should always be inclusive.
Normcore is back.
According to the press release, H&M's new line will borrow characteristics from the companies men's and women's lines to form a more "modern" collection.
This strategy, it goes without saying, is a break from the traditional way in which in which lines are released, with different cuts created two suits the different shapes of men's and women's bodies.
The press release read,
Oversized silhouettes and casual mix and match pieces create an effortless style with work wear jackets, overalls, and slouchy shorts, all in a range of washes. The denim pieces combined with high neck t-shirts or the oversized hoody make for the quintessential normcore look.
The all-cotton line will feature more than just jeans. The collection will feature denim shorts, shirts, dressed, sweatshirts and other products that range between $20 and $50, per Yahoo!.
Blurring the lines.
The line is following up on a clear trend in fashion, which has seen the rise in popularity of products like "boyfriend jeans."
In a story that profiled the "blurring lines" of gender in the industry, Ken Downing, the fashion director of Neiman Marcus, elaborated on the trend for the New York Times,
What we're seeing now is a seismic shift in fashion, a widening acceptance of a style with no boundaries, one that reflects the way young people dress.
Regardless of how H&M's new line is received, one thing's for sure, this collection is tearing down those boundaries, definitively.
Citations: Yahoo
