Gucci recognizes nonbinary folk in their gifting campaign

As we scramble to complete our holiday shopping lists, fashion house Gucci goes for an inclusive approach in its gifting campaign this year.

If you can’t decide what to get your loved ones this holiday season, the luxury brand has set up a gift guide in the form of a survey that narrows down your options. The first question in the guide asks you, “who is the gift for?” and reveals three options—her, him and them. After you’ve made your choice, the site will let you pick whether you’ll be giving a “small gift,” “grand gift” or if you’re “unsure.” Then, it’ll ask you the final question if being “timeless” or “fashion inspired” would “define their style,” before showing you the final list of options from its online collections.

It may not sound like a revolutionary concept to some, but the simple inclusion of the they/them pronoun recognizes nonbinary folk in an industry that’s still arguably dominated by brands that categorize clothes under women’s or men’s fashion. But this isn’t the first time that Gucci has recognized individuals who don’t conform to the gender binary.

Back in July, the fashion house introduced its first nonbinary category “Gucci Mx” which started with the release of its Fall/Winter 2020 collection and the re-release of its classic Jackie 1961 bag. The launch of the campaign featured models photographed by Angelo Pennetta wearing the bag and gender-neutral garments from the collection. Designed by creative director Alessandro Michele, future collections will include pieces that do not conform to a specific gender.

For an industry that values self-expression, it’s about time that brands recognize people of different gender identities and take steps to become more inclusive. We hope many more would follow suit.

Photo screengrabbed from Gucci’s official Youtube channel

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