The Patta '#SSS Ladies' Fall/Winter collection is full of clothing that could be interpreted in a completely androgynous fashion, appearing equally stylish on either men or women. Yet, most of this clothing is labeled and sized for men. The Patta #SSS editorial accompanying the collection's release combats this notion by creating lovely, feminine looks out of what is conventionally men's streetwear.
The styles in the Patta #SSS lookbook are very 80s and 90s inspired, with lots of high-waisted bottoms, slouchy sweatshirts, layers, caps and even a fanny pack. Further celebrating the brand's versatility, the editorial's models come in every age, size, look and color.
With this beautiful and fascinating editorial, Patta '#SSS Ladies' is challenging the fashion industry's standards of who great clothing is made for. It follows suit with other apparel brands who are diversifying their choice of models and largely eliminating their use of photoshop.
Female-Modeled Men's Apparel
This Patta #SSS Editorial Uses Men's Clothing to Create Womanly Looks
Trend Themes
1. Gender-inclusive Fashion - Opportunity to create clothing lines that can be worn by people of all genders, challenging traditional fashion norms.
2. Nostalgic Streetwear - Opportunity to tap into the 80s and 90s inspired fashion trends, creating clothing that appeals to the nostalgia of consumers.
3. Body Positivity in Fashion - Opportunity to embrace diversity and inclusivity by featuring models of all ages, sizes, looks, and colors.
Industry Implications
1. Fashion - Disruptive innovation opportunities lie in creating gender-neutral clothing lines that challenge conventional fashion norms and appeal to a wider audience.
2. Apparel Retail - Opportunity to capitalize on the nostalgic fashion trend and offer streetwear garments that cater to consumers seeking 80s and 90s inspired styles.
3. Advertising and Marketing - Disruptive innovation opportunities exist in promoting body positivity through diverse representation in fashion campaigns, challenging industry standards.