Fashion

For Capitalism, Every Social Leap Forward Is a Marketing Opportunity

Brands are now racing to capture the market of young people who strive to live gender identities that fit.

social

They are the new beautiful people and their pronouns are they, their and them. Fashion courts them. Publishers pursue them. Corporations see in them the future of consuming, as generations come of age for whom notions of gender as traditionally constituted seem clunkier than a rotary phone.

Why settle for being a man or a woman when you can locate yourself more exactly along the arc of gender identity? And, on another axis, why limit your sexual expression to a single definition when you can glissade along the Kinsey scale?

“It’s all about letting go of gender so you can be everything in between,” said Terra Juano, a model with 100,000 Instagram followers who track the booming career and amatory antics of this androgynous Mexican-Filipino beauty with a shaved head, a mile-wide smile, an affection for cowboy hats and an uninhibited tendency to go top free.

In the evolving language of gender expression, Terra Juano, though assigned female at birth, identifies as nonbinary. And in business as in life, TJ, a native of Stockton, Calif., has lighted out for a new territory. It is one in which the conventions of both homo- and heteronormative expression are called into question daily.

READ MORE:https://www.nytimes.com/2018/09/18/style/gender-nonbinary-brand-marketing.html?rref=collection%2Fsectioncollection%2Ffashion&action=click&contentCollection=fashion&region=rank&module=package&version=highlights&contentPlacement=4&pgtype=sectionfront

Categories: Fashion, SOCIAL MEDIA

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