The gender-fluid mode is here. How should the retailer sell it?

This article is part of our Vogue Business Membership package. To enjoy unrestricted access to Member-only reporting and insights, our NFT Tracker and TikTok Trends Tracker, weekly Tech and Sustainability Editing, and exclusive event invites, sign up for Membership Here.

The widespread emergence of gender-fluid clothing and accessories in fashion was a movement that would perhaps define the era. It has moved beyond celebrities and influencers and has quickly been embraced by fashion-loving consumers, lighting a fire under brands from Ferragamo to Undercover, and now emerging in fast fashion, as Shein sells unisex skirts. However, much of the established retail world has been caught off guard.