Ways to Look Beyond Gender Norms and Truly See a Consumer
Apparel and beauty brands are finally starting to listen to consumers when it comes to gender inclusivity. Traditional “pink is for girls, blue is for boys” stereotypes are out of style, especially among Gen Z. According to a study by McKinsey, 48% of Gen Zers said they value brands that don't classify items as male or female and global shopping platform Lyst found that searches for fashion pieces including agender-related keywords have increased 33% this year.
While major fashion brands still cling to gender norms, entrepreneurs have taken the lead in challenging the status quo. Catering to people looking for gender-fluid options, these brands embrace diversity, inclusivity, and equality. We spoke to the founders of one such brand – MiliMili, which creates genderless baby apparel and accessories. Read on to discover how they got started and their exciting celebrity collaboration.
A business born to celebrate vibrant design, not societal expectations
Inspiration can strike anywhere. For two LA-based moms, self-described “Jane of all trades” Rose Bridges and interior-designer Kelsey Searles, the lightbulb moment occurred when Bridges was shopping for a birthday gift for Searles one-year-old daughter.
Bridges was shopping for baby clothes in fun, punchy prints to match Searles’ vibrant sense of style. Faced with bland options and overly-gendered prints, Bridges decided to design her own gift – a wearable blanket in a pink and teal flamingo print.
Clearly, Searles loved the gift, but she also loved the concept. From there, a new baby was born, MiliMili, a company specializing in gender-neutral sleep sacks and nursery goods.
"Color is such a key way to express oneself, and our goal has always been to create products that spark joy in all of us," Searles said. "For the life of us, we've never understood why babies are sorted into 'appropriate colors' at birth. So why can't my daughter love green and black? And my son hot pink and purple? All colors are for all humans."
The entrepreneurs count “Modern Family” actor Jesse Tyler Ferguson, his husband, Justin Mikita, and their first child Beckett as MiliMili fans. Based on a recommendation from their night nurse, the couple ordered several of the brand's sleep sacks and reached out about a possible collaboration.
Launched before the start of Pride Month 2022, PRONOUN by Jesse Tyler Ferguson is a collection of products utilizing a custom print from artist Katie Kaapcke.
All proceeds from the MiliMili x PRONOUN collection will be donated to Pronoun. Pronoun is a nonprofit organization founded by Ferguson and Mitika that advocates for the civil rights of the LGBTQ+ community in the United States and beyond.
"When we first started the research for this collaboration, we looked at it as another way to support parents, support the LGBTQ+ community, and create beautiful products simultaneously," Searles said. "But we realized there aren't products out there that market to or cater to queer parents. So, it has been exciting for us to realize this hole in the market. This partnership enables us to spread our love of color and help other parents who don't feel like the existing products reflect them and their style."
For more information on how to support the LGBTQ+, check out our blog post "Waving a Rainbow Flag All Year Long."
How can brands embrace these trends and create more inclusive products?
Use gender-neutral colors for packaging and products like yellow, white, brown, green, and orange.
Use gender-neutral words. Here's a list for reference.
Don't make assumptions about what your customers are looking for based on perceived gender.
Review your marketing material and eliminate unnecessary gender labeling (women, men, boys, girls).
Be careful when defining a product. Something that sounds too feminine or masculine excludes customers who might be interested.
Understand your customer. Who is using your products? Don't put your consumer in a box.
With so many choices, people want to be seen for who they are, not the gender society views them. Brands that support inclusivity, equality, and diversity are the future.