How a trend becomes a social statement

Monty and Company. (Photo: Louise Gibbins)

Freedom from Stereotypes: Gender-neutral fashion is making its way into children’s clothing and is “here to stay”. FashionUnited is deciphering the social change that millennials are driving.

What started as a catwalk shout is no longer an appropriate statement. Children’s clothing abandons the old cliché of pink versus blue and welcomes unisex clothing that offers space for self-expression and a neutral concept of gender identity.

British department store John Lewis started the movement in 2017 by removing boys and girls labels from its clothing. Since then, a large number of similar initiatives have been introduced. Old Navy, Carter, and Target are among the pioneers, but the many new kids’ fashion labels prove that kids’ clothes can be stylish, without being tailored to a boy or girl.

Colors such as gray, beige, black, white or “peach” predominate. Kids can wear whatever they want thanks to elements with a simple design without the cluttered prints, freeing them from social expectations based on their gender.

Unisex baby clothes focus on the functional side more than the decorative side of fashion and allow children to play freely and keep their freedom of movement.

The rules for how to dress as an individual, and therefore as a child, have been relaxed in recent years. Thanks to the gender fluid movement in particular, stores no longer have to tell customers what are boys and what are girls.

This societal shift has many benefits for children: greater independence, greater self-expression and open-mindedness, and reduced imposed stereotypes that can affect their development. Instead, other values ​​are emphasized, including creativity and individuality.

Monty and Company. The blue core group (Photo: Article in the studio)

Functionality Beats Gender-Neutral Baby Clothes From Monty & Co

It is precisely these values ​​that are reflected in the Leigh Montague collections of the unisex children’s clothing brand Monty & Co. The British designer develops functional clothing, handcrafted in the UK, inspired by the work wardrobe.

from dungaree and work suit Until bulletproof vestsThe sets are made of durable natural fibers that can be worn a lot over the years. Designed with practicality and versatility in mind, two important pillars of unisex children’s clothing.

Unisex minimal clothing has fewer patterns and
over the top Prints and colors, bring a sense of calm and simplicity in children. It is also budget friendly as it allows parents to transport clothes regardless of the gender of their young children.

With retail at the forefront of cultural shifts, it has become imperative not only to support trends, but also to reverse societal movements that break down clichés and grow awareness about non-sexual clothing.

The growth of millennial parenting—and their frustrations—contributes in large part to the rise of non-sexual children’s clothing. It has become especially attractive to them because they prioritize brands aligned with their own values. When they have children, they are more likely to spend money on brands that focus on inclusion and encourage change.

Children’s fashion retailers are responding to this growing demand, sending a positive message to a generation that tends to seek brands that share its beliefs. The British “Let Clothes Be Clothes” campaign is calling on fashion retailers to end the use of gender stereotypes in the design and marketing of children’s clothing. Many unisex brands, such as Tootsa, JJ Jiraffe, Shapes of Things, Fred and Noah, are committed to creating positive change for children and moving the industry forward.

The economic impact of non-sexual children’s clothing is significant. It brings modernity without endangering the planet, more is reused and less is disposed of and the ecological footprint of production is reduced. It becomes a way for brands and retailers to attract more consumers and increase their profits.

Non-sexual children’s clothing does not have to replace the entire range of children’s clothing, but it does represent a social change with a global positive impact. Of course, gender-neutral clothing can be offered in addition to the typical boys or girls’ clothing. Since the ultimate goal is self-expression, the two must be combined to enable consumers to embrace their true individuality – regardless of their age group.

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