New Masculinity

An exploration of what it means to be masculine in an increasingly genderless future.

Milk by Reverie Milk by Reverie
Hari Nef in The Gaze & Other Stories Hari Nef in The Gaze & Other Stories
Installation by Bureau A for L’asticot Installation by Bureau A for L’asticot
Cloud Garden nursery by Junya Ishigami, Astugi, Japan Cloud Garden nursery by Junya Ishigami, Astugi, Japan

Preview: Gen Neutral

08 : 03 : 2016 Gen Neutral : Identity : Branding

The growing debate around non-binary identities outlined in our Neutral Culture macrotrend is fuelling the rise of an inclusive, gender-neutral aesthetic.

  • Creatives are rejecting the traditional dichotomy of feminine versus masculine
  • Textures and tactile materials are used to create seductive imagery

While the fashion industry has a long history of challenging the gender binary, other sectors have typically used it as an indicator of aesthetic tastes and product preferences. The growing debate around non-binary identities and diversity is prompting brands, especially those in the retail and beauty industries, to adopt a neutral aesthetic.

Playgrounds, nurseries and Generation I retail environments are rejecting the traditional blue-for-boys and pink-for-girls colour palette and replacing it with a gender-neutral, semi-Brutalist aesthetic, which is softened by curved surfaces and warm light. An installation created by design agency Bureau A for childrenswear brand L’asticot is inspired by early Soviet Russian architecture and features a model city atop a clothes rail that children are encouraged to play on. The installation captures a sense of fantasy and whimsy despite its lack of colour and concrete finish.

​The Big Picture

For more on inclusive visual typologies, read our Gen Neutral macro inspire.

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