In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Traditionally a queer fashion staple rather than a mainstream menswear item, Fendi’s cropped tops for men represent a sense of freedom post-lockdown. Following a year of staying in, athleisure is out as both men and women experiment with styles that signal self-expression.

Long a symbol of Scottish masculinity, the kilt has been redesigned by brands from Off-White to Molly Goddard. Where pleated tartan skirts have been subverted by womenswear, 2021 sees it return to its roots in menswear to comment on mainstreaming gender expansiveness.

With fashion in flux, people are looking for alternative leaders to initiate meaningful change. Bethany Williams’ approach, which goes beyond sustainable fabrics to encompass social enterprise, is a lesson for all sectors in how to create a truly human brand for the pandemic age.

Harry Styles has made a foray into the beauty industry with his own make-up brand, Pleasing. It offers gender-neutral and sustainable products that aim to enhance an individual’s natural self – in keeping with the inclusivity and diversity that many people now expect from the beauty industry.