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How Rains successfully shares B2B content with partners

How Rains successfully shares B2B content with partners

How Rains successfully shares B2B content with partners

Rains, the renowned rainwear brand, has celebrated its 10th anniversary and is now seen on global runways and in stores. The company has achieved tremendous growth over the past decade and is continuously expanding its range of categories. From promoting rainwear to other lifestyle products, Rains is pushing the boundaries of the industry. We spoke to Alexander Birch, Marketing Project Manager at Rains, about why using a digital showroom and press tools has been a key part of this journey. 

Alexander tells us, “As a member of the marketing team, I have seen how our department has grown significantly in recent years. We produce content for various touchpoints and channels, and our focus is on maintaining a premium presence across our own retail stores, our e-commerce platform, and our wholesale business. We work with a team of creatives, paid and organic social media experts, photographers, stylists, production assistants, content managers, art directors, and graphic designers.”

Rains has a global outreach of about 2,000 accounts and caters to various markets worldwide. Their key markets include the UK, France, Germany, Denmark, and the US. They believe in maintaining a strong presence in the press as it helps expand their influence as Alexander explains.

How do you use VOCAST in your daily work?

“As a manager of different projects and global marketing activities, I have found VOCAST to be an indispensable tool in my daily work. We use its image bank and press release features to streamline our content management and distribution.” Alexander tells us that the image bank is particularly useful for launching new collections and managing content with the right tags and descriptions.

He adds, “The press release feature is essential for weekly communications with media outlets, we often rely on VOCAST’s curated contact lists to target specific media outlets.”

VOCAST’s curated lists:

 

 

Why is producing and distributing digital content important for a fashion brand?

“It not only helps us generate press coverage but also allows our accounts to use the content we produce to sell our products better”. He elaborates, “We believe that the way we showcase our products is the best way, and we urge our accounts to use our images as much as possible. We provide thorough descriptions of the content and images we share in our digital showroom to ensure that our accounts have all the information they need to showcase our products effectively.”

Rains’ detailed product descriptions:

 

 

 

Alexander explains that Rains produces two collections a year, with e-commerce images for male, female, and packshots. They also shoot about 6 campaigns per year, selecting campaign images for each collection to upload to their digital showroom, created by VOCAST.

“We also provide brand guidelines, logos, and other branded images in the showroom. We understand the importance of producing content that works for magazines, e-commerce, retailers, and social media. Therefore, we think carefully about the images we upload to VOCAST and how we crop them to ensure they work well across different platforms.”

He continues, “We use the different curated lists that VOCAST provides. We look into the contacts and people in those lists and see who’s relevant to us. At the moment, we are mostly sending press releases to the curated lists and we continue doing that because we can see the opening rates are growing.”

The front page of Rains’ digital showroom:

 

 

“Having both the image bank and the press release on the same platform is great for us. We benefit from the flexibility VOCAST has to set up different landing pages on our digital showroom that corresponds with the visual language we have across other touchpoints. When we partner up with a new system that’s meant to be used externally, we want to showcase our content in the best way, and we have that option with VOCAST.”

Rains’ digital showroom’s weekly traffic:

 

How do you control brand messaging on all your accounts?

Alexander explains that at Rains, marketing has a close dialogue with sales and their country managers around the world. He tells us, “It’s important for marketing to underline and remind everyone to update images to the newest and best ones and include updated descriptions. We want to make sure it is just as good of an experience on our accounts, as it is in our own universe. The product descriptions and the streamlined storytelling makes sure our products are communicated properly; both visually and in the copy.”

He tells us that they use detailed product descriptions in their digital showroom to support retailers that are selling RAINS and to make sure products are interpreted in the right way, “for example when it comes to how waterproof the product is, information about the filling, and so on. Some more practical information helps our retailers who are selling our products to get this core information 100% correct..” This is essential for rapidly growing brands like RAINS, which have thousands of visits and downloads each month from partners, retailers, and the press.

Rains’ top 3 content-type downloads:

 

What advice would you give to brands looking to integrate a B2B platform like VOCAST?

“It’s funny that you ask I had a friend working for another brand asking for an image bank solution, and I immediately recommended VOCAST. I definitely suggest VOCAST as an image bank and press platform.” He tells us that he would advise brands when starting up to consider who will need the content, how it should be showcased, and how it should then be built into a user-friendly structure that is also easy to search from.

 “With VOCAST’s help, we can streamline our content management and distribution processes. We are committed to maintaining a premium presence across all touchpoints, and we believe that producing and distributing digital content is crucial in achieving our goal of becoming a global lifestyle brand.”

Georgina is the Media Research Manager at VOCAST; responsible for the team creating curated lists and content. She studied Business & Sociology at CBS and is interested in social and environmental issues within the design industry.

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The world of photography: how can brands best work with game changing photographers?

The world of photography: how can brands best work with game changing photographers?

The world of photography: how can brands best work with game changing photographers?

Photography is so much more than taking pictures. Whether it’s capturing fashion, telling the story of a particular event, or challenging societal norms and beauty standards, photography can evoke emotions and bring people closer together through shared experiences. Traditionally, fashion photographs could be compared to the still, perfect scenes of a Renaissance painting. Now the story has changed. Fashion photography rather reflects something closer to reality, it has to tell a story. And it is through the representation of this reality that the customer sees himself increasingly aligned with a brand’s values. The role of photography has changed over time, and it is now essential for brands in representing their position as social advocates. 

VOCAST has spoken to Celine Van Heel, a Spanish/ Dutch Photographer, who gave us some insights into how brands can best work with photographers to position themselves in a changing market

Meet Celine

Celine van Heel is a Spanish/ Dutch photographer. She discovered photography thanks to her 91-year-old grandfather and created an Instagram account for him @thespanishking_. It was her grandfather, who has been her first model and first muse. Celine has worked with clients such as Zara, Kappa, L’Officiel, and Architectural Digest, among many others. Recently, she directed my first short film called “The Spanish King”, starring major Spanish artists, a pure celebration of love in all its forms!

 

Reference contact: anais.penet@thewavesagency.com from the Waves agency Paris

How has photography changed over time?

In the past, the most successful fashion photographers were able to best capture and represent the soul of the years in which they lived. These masters of photography have been capable to create new worlds with a distinctive style, turning fashion into a true mirror of the times.

In the 21st century, the widespread use of smartphones and social media has democratized fashion photography, giving people the opportunity to see many different styles of photography.

As Celine tells us, “You discover so many, random, amazing, touching images, every day, all day. This gives a voice to so many new photographers in the world, to be seen and tell their own stories”. Brands and fashion photographers have had to adapt to this new reality, producing images that are more relatable, authentic, and socially conscious.

Why do socially and culturally aware images matter for brands?

Fashion photography today often reflects current society, addressing issues such as body positivity, diversity, gender, and social justice. It has become an important tool for cultural commentary and critique.

Consumers are beginning to demand a call to action from brands, asking them to take a stand in fighting for, and promoting, the social causes that punctuate our everyday lives. Photography becomes essential in this process; the visual representation of feelings and images easily sticks in people’s minds. It’s not just about increasing profit but is more about communicating a message, letting consumers know what the company stands for, and making them feel more aligned with these values.

Alessia Glaviano, Vogue’s Senior Photo Editor, states the following about this: 

High-level fashion photography is a language that goes beyond the mere representation of clothes because it speaks about society, and culture and reaches such a wide audience that it can often provoke changes in people’s outlooks, and opinions and can, therefore, succeed in breaking down prejudices ”.

She continues saying: “We can see this happening: it is a revolution that started in social media and has spread to more institutional media. This has happened, for example, with the more inclusive concept of beauty. I am convinced that fashion photography can help positive change if done in a certain way”

Celine tells us that “brands and fashion photographers have already started to adapt to this new reality, producing images that are more relatable, authentic, and socially conscious, nevertheless, boundaries still need to be pushed to normalize things”. She continues saying “it is a very long process, but the important thing is that we have all opened our eyes and are trying to change to be more diverse, inclusive, and respectful”.

What are the benefits of having diverse photography contacts?

Brand photography makes your brand more relatable and human. Living in an extremely competitive environment, a brand needs to differentiate itself and, create through storytelling, a relationship of trust with the customer. Brands need to promote trust with truth-telling photos.

Therefore, a new perspective is necessary to tell these stories, Celine mentions, “we are already making steps in being more open, and raw, to show reality as it purely is. However, I think there is still a lot of work to do. Regardless of the photographer’s experience, brands should be more open to trusting the photographer’s point of view and the story they want to tell, which is the key point in providing a unique and creative perspective on the brand’s products, helping to make them stand out from the competition”.

She continues by saying, “Sometimes it is not about the name and reputation of someone, but it is about the story we want to tell, no matter if you are experienced or not. No matter if you have a name or not. You can be a photographer from a village in the middle of America and have an amazing story to tell, never seen before… I would like to see a wider range of people that capture a brand’s story differently.”

International photographers across markets

Take a look at some of the world-renowned international photographers in VOCAST’s curated press lists: 

Denmark

Line Klein has developed a distinct artistic approach to high-end photography, whether it is for interior, food, or lifestyle. She owns her own interior design studio but can be found capturing architecture and design from all of her worldly travels.

Sweden

Rami Hanna is a highly accomplished photographer who also currently works as a visual director at the sunglass brand “Chimie Eyewear”. With a notable portfolio of collaborations with major Swedish brands, Rami’s work is garnering attention and recognition beyond national borders.

Norway

Jacqueline Landvik is a Norwegian fashion photographer, currently based in Paris. With a modern and fresh voice, Jacqueline’s career is looking promising – contributing to pushing the boundaries within the industry.

Finland

Janita Autio is a Helsinki-based photographer and creator. She has photographed a number of both Finnish and international public figures.

Germany

Johanna’s work ranges from fashion and NGO work to political activism and multi-media artworks. In her work, Johanna has expanded her focus on depictions of people of all ages, genders, colors, or sizes and how they internalize the external pressure of social roles.

Belgium

Dirk Alexander is a Belgian fashion photographer, based in Antwerp. He is working for magazines such as Elle and takes photos of many celebrities.

The Netherlands

Celine Van Heel is a Spanish/ Dutch photographer. Her grandfather has been her first model and first muse and created an Instagram account for him @thespanishking_.

France

Valentin Fabre is a photographer and art director based in Paris. He works on both commercial and editorial projects, with fashion brands such as Armani and Balenciaga as well as high-end fashion magazines such as Numéro France. As a movie and literature lover, Valentin essentially draws inspiration from his favorite movies and books.

Italy

Paolo Roversi is the recipient of numerous awards and his photographs have been featured in a variety of monographs and exhibitions. His work has appeared in Italian Vogue, Vogue UK, Vogue Paris, Vanity Fair, W Magazine, and i-D.

The US

Sharon Radisch is an NYC and Paris-based photographer, creative director, and artist. Photographing everything spanning fashion, travel, still life, and interior design, Sharon approaches each project as the study of shape and interplay, texture and tension. 

Alessia is the Italian Market Researcher at VOCAST, responsible for Italian Fashion and Lifestyle research. Along with her work at VOCAST, she studies Strategic Design, offered by Copenhagen Business School in collaboration with the Danish Royal Academy of Fine Arts. When not working or studying she is passionate about travel, yoga, reading, art, and food.

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Få suksess med influencer marketing i det offentlige

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Få suksess med influencer marketing i det offentlige

Influencer marketing er en bransje i vekst, og mange bruker det i kommersielle sammenhenger for å kommunisere sine bestemte budskaper til spesifikke målgrupper. Men visste du at offentlige etater og organisasjoner også kan bruke det med fordel i for eksempel en opplysningskampanje?

Influencer marketing handler ikke bare om å skape eller øke salg, men kan også brukes av offentlige etater som ønsker å formidle alvorlige budskaper til deres målgruppe. Vi har derfor snakket med Team Lead – Influencer Marketing, Louise Levi Verge fra Represented by Bloggers Delight. Hun har gitt oss innsikt i hvordan du kan anvende influencer marketing i det offentlige.
Louise Levi Verge har en master i medievitenskap fra 2017. Hun har vært ansatt i Represented by Bloggers Delight de siste fem årene som Senior Influencer Marketing Advisor og sitter i dag med rollen som Team Lead – Influencer Marketing. Her spesialiserer hun seg med å rådgive forskjellige brands og selskaper i influencer marketing.

Utover dette jobber hun også med kampanjer innenfor det offentlige i samarbeid med eksempelvis kommuner. 

 

Hvorfor bruke influencer marketing?

Influensere er gode til å vekke oppmerksomhet hos deres målgruppe takket være følgernes tillit. Profilene oppfattes som troverdige og til å stole på. Derfor kan influencer marketing være et godt verktøy for nå ut til din målgruppe – også når du som offentlig instans skal formidle et budskap.

Mange unge ser på influenserne og deres kanaler som et slags nyhetsmedie. Det er nemlig her de får mye av deres kunnskap om verden, forteller Louise Levi Verge. Influencer marketing kan derfor være relevant å bruke hvis du står i en situasjon hvor du gjerne vil kommunisere et budskap i øyehøyde med mottakeren, eller til en yngre målgruppe.

Opplysningskampanjer med influensere

Influencer marketing kan brukes i mange forskjellige kampanjer. Det kan for eksempel brukes for å skape brand awareness eller for å øke salg, men det kan også være et verdifullt verktøy for å formidle viktige budskap og skape troverdighet.

Represented har arbeidet med forskjellige opplysningskampanjer. De har for eksempel utviklet en kampanje for det danske helsetilsynet som skulle oppfordre en yngre målgruppe til å slutte med røyking. I forbindelse med dette forteller Louise hvorfor influencer marketing er et effektivt redskap i en opplysningskampanje som denne.

– Det er en god måte for å opplyse forskjellige forbrukere om emner på en personlig måte, hvor man ofte føler at mer tradisjonelle medier retter pekefinger, utdyper Louise Levi Verge.

Influencer marketing er et godt sted å starte hvis du ønsker å formidle et viktig budskap med en personlig historie sier Louise Levi Verge. Når influensere formidler et budskap kan de hjelpe med å rette oppmerksomhet mot et emne på en autentisk og mer jordnær måte takket være deres relasjoner med følgerne.

Valg av influenser

Men hva skal du være særlig oppmerksom på når du utvikler en opplysningskampanje i samarbeid med en influenser? Her fremhever Louise Levi Verge at det er viktig å finne en profil som matcher virksomheten og motsatt.

– Når du i offentlig sektor skal formidle et budskap med en influenser er det viktig å velge en profil som når ut til den ønskede målgruppen. Det er derfor relevant å se om influenseren har noe på hjertet som relaterer seg til budskapet som skal kommuniseres, forteller Louise Levi Verge.

Det er dermed viktig å finne den riktige influenseren til ditt budskap. Hvis influenseren har en særlig relasjon til emnet som kommuniseres vil det også skape større troverdighet og appellere til din målgruppe.

Visste du at vi har mange influensere i Vocast sin database?

Du finner influensere på våre kuraterte lister som samler pressekontakter etter bestemte emner – og du kan også alltid søke dem frem selv i kontaktdatabasen.

Gi plass til kreativitet

Influenserne sin autensitet på sosiale medier skaper mer troverdighet. Derfor er det viktig å la influenseren velge hvordan budskapet skal formidles.

– Man må tørre å slippe taket og gi ansvaret videre til influenserne. I siste ende er det influenserne sine egne ord som skal ut, sier Louise Levi Verge.

Når influenseren formidler budskapet med sine egne ord blir det mer direkte og personlig. Budskapet skinner derfor mer klart gjennom for følgerne, og er lettere å relatere til. La influenserne være selvstendige og gi dem ansvaret, selvom det kan være utfordrende og grenseoverskridende når du vil sikre deg at alle opplysninger blir formidlet korrekt.

Louise Levi Verge poengterer likevel at at du fortsatt kan gjøre det klart og tydelig hvilken retning du vil ha på samarbeidet og hva hovedbudskapet er. Det sikrer at avsenderen fortsatt har stor innflytelse på kommunikasjonsarbeidet. I følge Louise Levi Verge kan du alltid kreve å se innholdet innen utgivelsen for å sikre at influenseren ikke sier noe som er feil.

Du kan derfor bruke influencer marketing med fordel for å formidle et alvorlig budskap i en opplysningskmapanje. Det kan både være enklere og en mer effektiv måte å nå bestemte målgrupper. Influenserne kan nemlig hjelpe deg med å skape troverdighet og deres autensitet kan bidra til at du kan kommunisere på en helt ny måte.

Tre ting du skal tenke på før du starter med influencer marketing i offentlig sektor

1) Start med å vurdere om du skal bruke influencer marketing i din kommunikasjon
Det kan hjelpe deg med å formidle budskaper gjennom en personlig historie som gjør budskapet ditt mer autentisk.
2) Sørg for at det er en god match mellom influenser og organisasjon
Det kan for eksempel være en fordel hvis influenseren har noe på hjertet som relaterer seg til budskapet som skal kommuniseres.
3) Gi influenseren frihet til å sette rammene for formidlingen av budskapet
På denne måten blir budskapet mer personlig og lettere for følgerne å relatere til. Men husk at du fortsatt kan se gjennom innholdet før publisering for å forsikre deg om at det blir kommunisert korrekt.

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Mie Yuze Nordbæk Rasmussen har vært News Media Researcher i VOCAST siden mars 2022. Hun studerer master i kommunikasjon på Aalborg Universitet i København, og har en har en bachelor i psykologi og kommunikasjon fra Roskilde Universitet. Hennes primære interesseområder er strategisk kommunikasjon, influencer marketing og det utviklende medielandskapet.

 

Artikkelen er oversatt av vår norske researcher Anna Maud T. Hersvik.

 

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Greenfluencere: hvem er de, og hvordan bruger du dem i dit pressearbejde?

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Greenfluencere: hvem er de, og hvordan bruger du dem i dit pressearbejde?

Klimakrisen udfordrer os og gør, at vi handler mere og mere bæredygtigt. Her hos VOCAST har vi talt med personen bag en profil, der dagligt inspirerer sine følgere til at foretage grønne valg.

De omtales som Greenfluencere: personer, der bruger deres digitale kanaler til at kommunikere om miljøvenlige og etiske hensyn. De ønsker at påvirke deres følgere til at leve en grønnere livsstil – og lige netop derfor er de relevante for pressearbejde med bæredygtighed på dagsordenen.

Greenfluencere prioriterer deres værdier højt. Her er den røde tråd grøn, og eventuelle samarbejdspartnere skal også tage hensyn til det.

For at inspirere deres følgere til at leve mere bæredygtigt deler profilerne oplysende indhold om alt fra miljøaktioner og -kampagner, genbrug, zero waste og naturlige produkter til vegetarisk og vegansk kost. 

Et eksempel på en sådan influencer, eller greenfluencer, er norske Martin Skadal.

Martin Skadal er aktivist og grundlægger af World Saving Hustle, som er en netværksorganisation, der arbejder med at passe på naturen, mennesker og dyr. Han er også grundlægger af Altruism for Youth, som er en frivillig organisation, der fokuserer på unges mentale helbred.

Allerede i en ung alder grundlagde Martin Skadal to organisationer, der passer på mennesker, dyr og natur. Det hele startede med, at han selv deltog i et lignende netværk.

– Dengang begyndte jeg også på de sociale medier for at dokumentere det, jeg gjorde. Og så var der pludselig en masse mennesker, der fandt det interessant, og på den måde har jeg opbygget mine forskellige kanaler.

Aktivismen er altså i fokus hos Martin Skadal, men de sociale medier har gjort det nemmere at være aktivist.

– Jeg har følt mig meget alene tidligere, men så viste det sig, at der var mange mennesker på de sociale medier, der havde det på samme måde. Og jeg ønsker også at inspirere andre.

På sine digitale kanaler deler han sit bæredygtige og humanitære arbejde. Og at inspirere til en grøn, etisk og bæredygtig livsstil handler ifølge Martin Skadal om både at passe på natur, miljø og egne omgivelser. 

– Jeg ved jo, at hvis jeg dokumenterer mit eget arbejde på de sociale medier og kan nå ud til flere mennesker, så får mit arbejde større betydning og potentiale.

I takt med at følgerskaren vokser, er han også blevet kontaktet af flere potentielle samarbejdspartnere.

– Jeg vil gerne indgå i samarbejder, men det skal være med nogen, der har de samme værdier som mig.

Han har tidligere reklameret for bestemte produkter i samarbejde med organisationer som Amnesty, Human Rights Watch og WWF. I de samarbejder har han haft mulighed for at promovere et budskab i tråd med egne værdier. 

– Jeg har også selv taget kontakt til nogen, som kunne være passende for mig. Jeg tror, der er et rigtig stort potentiale der.

Og netop fordi der er et stort potentiale i greenfluencere, har vi samlet en liste med danske influencere, der bruger deres platforme til at kommunikere grønne budskaber. Du kan finde den fulde liste i VOCAST og se et udsnit fra den lige her.

Tre eksempler på greenfluencere:

Caroline Bessermann

Caroline Bessermann er aktiv i Den Grønne Ungdomsbevægelse samt politisk rådgiver i Klimabevægelsen i Danmark. Hun har været medlem af Den Grønne Studenterbevægelse siden januar 2020, og så har hun siddet som repræsentant for Poltik & Presse i Det Nationale Koordineringsudvalg. Hun benytter særligt sin Instagram til at appellere til en grøn omstilling og en bæredygtig hverdag. Derudover har hun med sin kollega, Mette Susgaard, lavet podcastserien, “”HVEM FANDEN STEMMER MAN PÅ I EN KLIMAKRISE?”, der blev etableret i forbindelse med folketingsvalget 2022.

Gittemarie Johansen

Gittemarie beskriver sig selv som grøn influencer og er passioneret omkring bæredygtighed – især med henblik på “zero Waste” og plantebaseret kost. Hun anvender særligt sin Instagram til at give sine følgere indblik i og råd til at leve en grønnere livsstil, samt hvordan vi kan komme i mål med en grøn omstilling. Derudover anvender hun også sin Youtubekanal, hvor hun laver videoer, der bl.a. omhandler bæredygtig kost, zero waste livsstil samt bæredygtig mode. 

Mette Susgaard

Mette Susgaard er uddannet i Politik & Forvaltning og journalistik fra Roskilde Universitet. Hun har været et aktivt medlem af Den Grønne Studenterbevægelse siden juli 2019, hvor hun bl.a. beskæftiger sig med udvikling af landbrugspolitik og kommunikation på sociale medier. I november 2022 var hun gæst i afsnittet “Bad COP27” i podcasten Genstart, der omhandler FN’s Klimatopmåde i Sharm el-Sheikh.

Derudover har hun lavet podcastserien “HVEM FANDEN STEMMER MAN PÅ I EN KLIMAKRISE?”, der blev etableret i forbindelse med folketingsvalget 2022. Hun er medvært med Caroline Bessermann. Som greeninfluencer bruger hun særligt sine sociale medier, herunder Instagram og Twitter, til at vise sit engagement for den grønne omstilling og aktivistiske arbejde i Den Grønne Studenterbevægelse.

Anna Maud Hersvik has worked as a Norwegian News Media Researcher at VOCAST since August 2020. She has a bachelor in media and communication from University of Bergen. Currently she studies Communication at Aalborg University in Copenhagen, and is interested in journalism, politics and how to maneuver in today’s fragmented media landscape.

 

 

Artiklen er oversat af Maria Salina Nedergaard Mortensen

 

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Gender-fluid fashion is not a trend, it’s a reality

Gender-fluid fashion is not a trend, it’s a reality

Gender-fluid fashion is not a trend, it’s a reality

As attitudes towards gender continue to evolve, so is the fashion industry’s approach to gender-fluid fashion, creating a more inclusive and diverse fashion landscape. In the coming years, we can expect to see more and more of this. Gender-fluid fashion is gaining greater traction amid consumers’ changing understanding of gender identity and expression. For many brands and retailers, the blurring of the lines between menswear and womenswear will require rethinking their product design, marketing, and in-store and digital shopping experiences. This article will provide you with an understanding of why gender-fluid fashion is no longer just a trend, but a reality. 

VOCAST has spoken to an expert within the field: Thorn de Vries, who shares their view on gender-fluid fashion, and sheds light on strategies brands can implement. So, if you’re looking to dive into this important matter, this article is for you.

Meet Thorn de Vries

Thorn de Vries is a Dutch actor, drag king, and activist. Thorn, who is non-binary, played the first non-binary character in a Dutch TV series and, together with partner Mandy Woelkens (Editor-in- Chief of Linda Meiden), wrote the book “FAQ Gender“. As a queer couple, they are asked a lot of questions about gender. With this book, they hope to answer the gender FAQ once and for all and to clear the gender-grey clouds. In addition, they have a podcast together called “Couplegoals” where they talk about a broad range of topics along with other couples.

Photo credit: Roeltje van de Sande Bakhuyzen

The shift toward gender-fluid fashion

The last decade has seen a shift in the fashion industry towards gender-fluid fashion. This shift is (partly) driven by evolving cultural and social attitudes toward gender. In recent years, many people have developed their understanding of gender identities, viewing gender as a spectrum, rather than a binary. Additionally, the growth of the Internet and social media platforms have allowed gender- nonconforming individuals to create communities and share their styles, which has further increased the visibility and normalization of gender-fluid fashion.

As Thorn tells us, “more and more people are realizing 1. there is more between man and woman, and 2. the oppression that comes with gender roles is something very relevant to everyone. For years, we’ve listened to the voices in our heads and those in society, telling us ‘what a man should wear’, or ‘how a woman should look’. The normative image created by the gender binary can feel very limited if you want to experiment outside these gender ‘boxes’.”

“A more open vision of fashion helped people think outside the box they thought they needed to fit in. Fashion is supposed to be fun. So more and more people are allowing themselves to have fun with fashion, and to not be restricted by gender norms.”

The importance of including gender-fluid fashion into brands’ collections

The shift that is happening is clearly not only visible on high-fashion runways, but also in everyday shopping, with online searches for “genderless” and “gender-neutral” fashion increasing year-on- year. The result is a growing demand for fluid clothing, from high-end couture to everyday basics and streetwear. According to research conducted by fintech company Klarna, around 50% of Gen-Z globally have purchased fashion outside their gender identity, and around 70% of consumers say they are interested in buying gender-fluid fashion in the future, with younger generations leading the way. Consumers in North America, Europe, Japan, and South Korea, among other locations, are expected to be the most receptive to gender-fluid strategies from fashion brands.

Moreover, it’s important for brands to be inclusive, and as Thorn says, being inclusive to all genders contributes to that. Thorn explains it in the following way: “Thinking about ‘who can wear it’, ‘who can afford it’, ‘who has access to it’, ‘who fits it’, ‘who do we visually represent in our messaging’, etc. are all important questions that I think every company should ask themselves.” 

“The fashion industry has the power to break down barriers, and create a new, more inclusive normal. So lead by example”.

Jonathan Anderson, creative director of Loewe and founder of label JW Anderson notably stated: “Gender-neutral is not a trend, it’s a reality. My whole philosophy is that you cannot tell people what to wear. You’re not allowed to say: I want this to be bought by a woman or by a man.” Thorn completely agrees with this: “My identity is not a trend. For centuries, in multiple cultures across the globe, there have been people that have had gender identities that are not exclusively man or woman. This is not a new thing. We’ve been around for a long time. But for some reason, we only seem to be talking about it right now”.

How to implement gender-fluid fashion into your brand-strategy

An easy first step would be to make your shopping experience, both physical and online, more inclusive. Having a well-designed floor layout will allow customers to gain a new perspective of “personal style.” A gender-fluid layout will present multiple options to the customer without labeling it as menswear or womenswear. Thorn tells us how they feel ‘betrayed’ if they want to order an item from a fluid collection from a certain brand, and at the checkout, have to check a box whether they’re a man or woman. They elaborate by explaining: “Brands could ask themselves: How do we address the subscribers of our newsletter? Is it necessary to have separate fitting rooms? Is there a gender-neutral toilet? Keep asking questions”.

On the design side, clothing brands could offer more gender-neutral items and lines. This means that men, women, and non-binary people can wear the same items without feeling restricted by gender norms. This can include things like oversized jackets, baggy trousers, and unisex t-shirts.

Additionally, fashion brands are likely to introduce more gender-fluid sizing systems, allowing for a wider range of clothing sizes and styles to fit a variety of body types. In terms of style, brands could lean more towards experimental looks – playing not only with the fits and tailoring of skirts, dresses, suits, and basics but also with textiles and embellishments of pieces.

Marketing-wise, brands should feature gender-fluid models and influencers in their campaigns, and work with editors and stylists who themselves are gender-non-conforming. Brands can benefit from using VOCAST’s curated list: “Androgynous Style”. This list contains male, female, non-binary & gender-fluid influencers, stylists, editors & publications who wear, style, and work with both women’s & men’s wear fluidly. With their large reach, these individuals can help brands reach a wider audience and create a more inclusive shopping experience.

Androgynous contacts across markets

Take a look at some of the top Androgynous contacts across markets, that can be found in VOCAST’s curated lists:

Sweden

Richard is a talented fashion profile from Sweden. He works, amongst other things, as a stylist and has been named one of Sweden’s best dressed by the magazine Café.

Finland

Simon Nygard is a Finnish model and fashion influencer currently living in Paris, France.

He has an eclectic and edgy style, with a true love for all things fashon.

France

Lenny is a fashion influencer and model, based in Paris. Especially Known on TikTok, Lenny’s style can be described as a mix of women’s and men’s fashion – such as pearl necklaces, pink handbags styled with baggy trousers.

Italy

Nick is a Creative Director and Fashion Stylist. He is the co-Founder of SUGARKANE STUDIO. Along with Albi Scotti, he is the host of “Cabina Armadio”, an italian fashion podcast. 
He is the fashion stylist of all the rockstar in the Italian scene, between them Maneskin, Achille Lauro, Tananai and many others.

Germany

He is an influencer and stylist who worked for ELLE Serbia, ELLE Indonesia and has a partnership with Zalando. He is represented by the Visionary Services agency. His style is an androgynous street style. 

The Netherlands

Thorn Roos de Vries is a Dutch actor, dragking and activist. Thorn Roos De Vries, who is non-binary, played the first non-binary character in a Dutch series. Moreover, together with spouse Mandy Woelkens (Editor-in-Chief of Linda Meiden), they wrote the book “FAQ Gender”. 

Belgium

Jake Marcelo is a Belgian streetstyle fashion influencer, living in NYC and London. Also, he has his own fashion brand called “System Malfunction”. The brand has an Androgynous style. He is represented by The Pause Agency.

The UK

Emma D’Arcy is an English actor. They are known for their roles in the BBC drama Wanderlust (2018) and HBO fantasy series House of the Dragon (2022). Their style has been known to subvert notions of glamour and GQ has penned them ‘ruler of the red carpet” in 2022. VOGUE has also commented on their‘razor-sharp’ eye for style.

The US

Parker Kit Hill is a social media star turned model, actor and fashion insider. Having walked for names like Calvin Klein and Valentino, he continues to dominate on TikTok and Instagram.  

Sweden

Plaza Magazine is a magazine about fashion, design, and interiors for both men and women. Plaza Magazine covers underground phenomena and trends, approaching every subject with the same curiosity, along with interesting Swedish and international photographers, writers, and stylists. Plaza is known for their fantastic fashion reports, often with a male and female model and perspective. 

Finland

SSAW is a Helsinki-based bi-annual publication, that focuses on fashion and culture.
The magazine includes contributions from leading photographers around the world.

France

CRASH Magazine is a French high-end fashion magazine, with a focus on art in Fashion. The magazine also puts emphasis on “genderfluid” fashion, and regularly works with androgynous fashion models.

Italy

Outpump is the story of the link between lifestyle and pop culture since 2016, a home for news, stories and curiosities related to the world of trainers, fashion, music and sport, topics for which it has become a reference point in Italy. Outpump’s point of view is unique: the importance of the news and the curiosity of the story are always combined with the aesthetic power of the content and accompanying visual material.

Germany

KALTBLUT Magazine stands for a limitless symbiosis between art, photography, fashion, music and media. The theme of every issue works as a platform for artists to showcase their personal interpretation and point of view.

The Netherlands

Since september 2019 there is an extra fashion magazine in The Netherlands: the orignial French distributed Numeró. NUMÉRO NETHERLANDS is a growing progressive movement and publishes a unique biannual publication that brings the fashion world, art and design together in collaboration with leading international photographers, top models and the best-known stylists and young talent. 

Belgium

ELLE Belgium and ELLE België are each a unique blend of Belgian and international news, fashion and people news, beauty and lifestyle: all in two versions, French and Dutch.

The UK

Another magazine is a blend of high fashion and world-class photography with features on the arts, politics and literature and continues to make each beautifully crafted edition a collector’s item. The magazine celebrates gender-fluidity and counter-culture throughout each publication. Published twice a year, AnOther Magazine quickly established a reputation for highly original content brought together in its pages by an emerging set of photographers, stylists and writers bound by a search for creativity and authenticity. Counting Rihanna, Solange Knowles and Tilda Swinton amongst its impressive run of cover stars, it is now the most recognised biannual fashion magazine in the world.

The US

Office magazine is a self proclaimed unorthodox approach to fashion and culture at large. The magazine celebrates art and fashion as a whole, highlighting first movers and trends overall. 

Michelle Achten is the Dutch Market Coordinator at VOCAST, responsible for the Dutch and Belgian Fashion and Lifestyle research. She received her bachelor’s degree in Fashion Business and master’s degree in Innovation.

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