Stone Island
Navigating Toward Neutral
Stone Island
The Ask
Identify a blindspot and expand in to an untapped market
The Insight
Gen-Z and Millenial shoppers want more gender fluid fashion options and are seeking more apparel outside their gender identity
The Execution
Leverage Stone Island's already genderless apparel by including women in their campaign and promoting identically across both men's and women's sports
85%
of gen-z shoppers
are thinking about buying
more gender-fluid apparel
More than a Male Community
In their summer '24 campaign "members of the global community were featured for the first time, showcasing the diversity and depth of those who are drawn to the Stone Island brand and everything it represents."
Except even though none of their clothing is explicitly gendered, this campaign only featured men.
Gender-fluid fashion is gaining greater traction amid changing consumer attitudes toward gender identity and expression...
the blurring of the lines between men’s wear and women’s wear.
50%
of gen-z shoppers have
Purchased Fashion
Outside Their Gender Identity
70%
of gen-z shoppers say they
Are Interested in Buying
Gender-Fluid Fashion
Community Representation Matters
Taking our models out of the studio and in to their communities allowed us to capture these diverse women in enviroments that speak to their story, and we chose these locations and photographers with the same attention to detail that goes in to each garment.
Tunnel Fits are the New Runways
A celebrity co-branding campaign across the WNBA and NBA, featuring athletes across the gender spectrum wearing identical pieces from Stone Island.
The WNBA has always been one of the best dressed leagues in the world.
