Scent, and the lack thereof, has been a defining feature of the pandemic. As people return to more public living, the return of fragrances is set to play a pivotal role. Le Labo’s Santal 33 is a strong example of how branding and design can place perfume firmly in the public’s imagination.

Gender-neutral fashion brands have become well-established in the fashion industry, providing an empowering wardrobe for the LGBTQ+ community. But with underwear brands often highly gendered, there’s a growing number of undergarment designers who are pushing for greater equality.

Rockstars and rappers have been known to rock nail art as part of their image. Bringing his own spin to nail design is Lil Yachty who is launching a unisex nail line, Crete, with the aim of encouraging self-expression and making nail paint accessible to all.

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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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?