Beyond gender

25 : 02 : 2016 Target : Homeware : Gender

US – Leading retailer Target has released a new collection of homewares for children of both genders.

  • Gender neutrality first entered the mainstream in 2015
  • Companies are abandoning gender-specific designs and colours, switching their attention to personalities 
Pillowfort range by Target, US Pillowfort range by Target, US
Pillowfort range by Target, US Pillowfort range by Target, US
Pillowfort range by Target, US Pillowfort range by Target, US
Pillowfort range by Target, US Pillowfort range by Target, US

Target’s latest range of pillows, bedding, furniture and soft toys forms the single largest collection of gender-neutral products from any retailer, with more than 1,200 products. The collection appeals to the attitudes of Millennial parents who want their children to grow up without the limitations imposed by traditional gender stereotypes.

Its Pillowfort range takes inspiration from themes such as Tropical Treehouse, Stellar Station and Ocean Oasis that encourage play and set imaginations into overdrive. While pink and blue are still included in the collection, it is more about the individual tastes of each child, with non-gender-specific motifs such as stars, trees and bicycles featuring throughout.

‘Who are we to say what a child’s individual expression is? We really wanted to develop a collection that would be universal,’ Julie Guggemos, Target’s senior vice-president of design and product development, told StarTribune.

The Big Picture

Gender used to be easily demarcated, but in younger demographics and urban centres traditional signifiers including race and sexuality are also being challenged. Find out more in our Neutral Culture macrotrend.

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