In Céline Dion's new advertisement for Célinununu, her gender-neutral clothing line with the child trainer Nununu, the song stress sucks into a hospital school and finds that the baby girls predictably carry pink and the children's boys wear blue. Determined to achieve these gender stereotypes, browse Dion fairy dust and voilà, the newborns appear in handsome black and white ensembles. An infant sees the words "New World Order" to emphasize that time has come to move how society sets stiff gender standards for children.
Time is mature for the type of products Célinununu offers. Parents are skirting norms by raising children without gender identifying or letting the children decide their own gender. The fight for transgender rights has never had more visibility. And the brands are labeled by launching gender-neutral clotheslines for both adults and children.
Over the past few years, major retailers like Target and Abercrombie & Fitch Kids have offered such collections, like Izzy & Ash and Wild Ivy retailers. Last year, the marketing company Mintel found that 20 percent of the parents of children under the age of 12 who had bought children's clothing in the past year supported gender-neutral clothing alternatives.
For Nununu founder Iris Adler and Tali Milchberg in Tel Aviv, Israel, began the attempt to change conventions on children's fashion a decade ago, making his company one of the first to participate in this growing trend. They formed the brand they told Vox because they could not find clothes for their children outside of the pink-blue binary and found the underlying messages clothes sent to their children about sex problems.
"It was very poetic and girly, very blue and pink, soccer and flowers," Milchberg said. "The clothes were divided into two sections, and we were concerned about the emotional aspect."
In order to counteract this, they founded Nununu 2009; It offers gender neutral clothing in a neutral color palette that distinguishes it from more traditional children's clothes. And many of the items should look good on adults. It's through design, Adler explained; she and Milchberg think that the fashion of the children does not have to be stupid, careful or free.
Clothing from the brand can be found at Nordstrom, Bloomingdales, Saks Fifth Avenue and other retailers as well as from the Nununu website. ("Nununu" by the way, what Israeli parents say to naughty children, explained Adler and Milchberg.) Nununu has earned a celebrity successor, including Gwen Stefani, Steph Curry and Kourtney Kardashian, who have all dressed their children in Nununu clothes. Dion, who has become fashionable and last year launched the Céline Dion collection on Nordstrom, is of course also a Nununu fan.
"I've always loved Nununu and what they represent," she tweeted. "Collaborating with them to encourage dialogue about equality and opportunity makes so much sense."
But not everybody gets or agree with the concept. While thousands of Dion fans retweeted her Nununu ad campaign, others explained it they had lost respect for her. Critics have initially claimed Nununu, according to Adler and Milchberg, as the brand focuses on changing clothing concepts as well as attitudes about children and gender.
Gender neutral clothing is not a new concept for children
The idea that baby girls and boys will wear pink and blue are relatively new. For centuries it was common for children in the West to wear white dresses for up to 6 years. In the United States, the baby boomers (born 1946-1964) were the first generation to wear gender-specific clothing, according to Smithsonian. com. In the mid 1800's pastel colors, including pink and blue, were linked to children's clothes but not directly to sex.
Hundred years ago, some retailers promoted the idea that boys would have pink because they considered it a "stronger color" and blue as more "delicate and delicious" and "cute for the girl". Others suggested that the hair color or eye color should determine what shade of clothes as a child wears. It took until the 1940s before "pink for girls, blue for boys" dress custom began to cement.
"Once upon a time it was a matter of practical qualities – you dress your baby in white dresses and diapers; white cotton can bleach – became a question of" oh my god if i dress my baby in the wrong thing, they will grow up scrambled "," Jo B. Paoletti, author of Pink and Blue: Tell the girls from the boys in America, told Smithsonian 2011.
In the 1970s, gender-neutral bebishlite took again due to the women's movement; Feminists did not want boys and girls to be raised or treated differently, and the women themselves started dressing in ways that were considered to be more "masculine" when they entered the labor force in greater numbers.
The next decade returns as ultrasound technology that parents can learn the sex of their children in utero and companies pounced on the marketing opportunities for this medical advancement, offering everything from diapers to baby cots to blue and pink cribs. And the messages that these products sent about gender decreased.
"It was suddenly not just a blue overall; it was a blue overall with a teddy bear holding a football," Paoletti was recalled to Smithsonian.
Avoid clothing that promotes gender stereotypes
For Adler and Milchberg, the implied gender standards for these children's clothes were concerned; Milchberg said she did not want children to grow up to believe they had to play soccer or play with Barbie dolls.
So she and Adler, who have a background in advertising, decided to start their own children's line. But when they told the friends about their plans for unisex children's clothes, they met forgiveness.
"When we started, friends and people said," What? Are you out of your mind – unisex clothes for children? "Milchberg said." "You will lose your money and your career." But we felt strongly about it. "
"The whole concept, initially, forms Nununu, the monochromatic colors-we dressed it," she said. "Some said we dressed" more manly. "We dressed like ourselves. Why should the kids be different?"
Dion, according to Adler and Milchberg, felt the same way. Duon said she became a Nununu fan five years ago after buying some of her products for her children.
A year ago, she agreed to work on a clothesline with Nununu, the founders said. They decided to use an unconventional advertising campaign to market Célinununu, to match the unconventional ethos of the company. The ad was uploaded to YouTube Tuesday, and from Friday it has received more than 412,000 views.
"We decided that this is where we should go all the way," said Milchberg about the deal. "We love it. We believe in it, and it has really sent our message in such a simple way."
Since Célinununu has opened a discussion about the gender's role in children's wear, Adler said to cooperate with Dion has given rise to greater visibility.
"We knew it's more than just clothes," said Adler. "It was a great opportunity to join Céline and get this message for equality."
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