Expect the movement to change the messages we hear, the forms we fill out and the products we buy. But not without pushback.
In late November, Kristin Rankin, owner of the Toronto hair salon Fox & Jane, travelled to Geneva to meet with the board of Pantene to discuss the hair-care giant’s new #HairHasNoGender campaign. Rankin has partnered with the European unit of Procter & Gamble, owners of Pantene, via the Dresscode Project, which the hair stylist founded in 2017 to promote LGBTQ2S+ inclusivity in the salon industry and to end the historic discriminatory practice of charging women more for haircuts .
Expect the movement towards gender neutrality to change the messages we hear, the forms we fill out and the products we buy. Corporations are jumping on board. United just became the first airline to eliminate gender pronouns when booking flights. Air Canada will replace its “ladies and gentlemen” greeting with the gender-neutral “everybody”—language to be adopted company-wide.
Semmelhack doesn’t expect a quick move toward gender neutrality in fashion: because we’ve used fashion to express and establish gender for so long, it’s hard to try to neutralize it. Even when we talk about “unisex,” she says, it’s women wearing something that’s traditionally male. “Men are viewed as the ‘neutral’—the ‘standard’—and everything outside that as ‘the other,’ ” she says.
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