Israel – Celine Dion stars as herself in a tongue-in-cheek campaign to accompany the launch of her new childrenswear brand Celinununu.
Created in collaboration with children’s fashion retailer Nununu, the sister brand is designed to liberate children from the traditional roles of boy and girl. The collection avoids gendered colours and is instead comprised of monochrome and yellow pieces with star and skull prints. While the slouchy aesthetic appears more stereotypically masculine in approach, dresses for both genders are also available.
An accompanying campaign takes a Backlash Brands approach, showing Dion’s ability to make fun of herself. The video follows the singer as she breaks into a hospital and sprinkles glitter on newborn babies, eliminating their gender binaries, including pink and blue clothing and signage, in the process.
The Childrenswear Market has made progress in breaking down gender stereotypes from an early age. However, many of these brands are lacking in overtly feminine styles, which are integral to any gender-neutral argument.