It seems as if the fashion world can't get enough of androgyny lately, and Jean Paul Gaultier's Fall '09 ad campaign plays heavily on this theme. Model Raquel Zimmermann is captured as both a man and a woman for the ad campaign, drawing upon her famously androgynous features.
Inez and Vinoodh shot Raquel Zimmermann for the Jean Paul Gaultier Fall '09 ad campaign, which you can see in the gallery above.
Implications - The androgynous look is very much in style. This is because fashion lovers do not want gender to serve as a limitation for donning certain styles. By pushing the "unknown gender," fashion houses can market their products as unisex, increasing their chances of selling their designed goods and fitting the boundary-pushing style that has taken the fashion consumer by storm.
Gender-Bending Ad Campaigns
Raquel Zimmermann Plays a Man & Woman for Jean Paul Gaultier Fall '09
Trend Themes
1. Androgynous Fashion - Fashion houses can market unisex products that blur the lines of traditional gender norms for a wider consumer base.
2. Genderless Advertising - Ad campaigns featuring models bending gender norms offer a fresh and boundary-pushing approach to marketing fashion brands.
3. Gender Fluidity in Photography - Photographers are capturing models in the same shoot in both traditionally masculine and feminine styles, sparking conversation around gender fluidity.
Industry Implications
1. Fashion Industry - Brands can capitalize on the growing trend of androgynous fashion by creating unisex clothing lines and marketing campaigns.
2. Photography Industry - Photographers can explore the concept of gender fluidity in their work, pushing boundaries and sparking important conversations.
3. Advertising Industry - Advertising agencies can take a fresh approach to marketing fashion brands through genderless campaigns that challenge traditional norms and appeal to a wider audience.