H&M strides new grounds with its first ever unisex denim collection

H&M is provoking and supporting gender norms with their new unisex denim line. Men and

women have started borrowing styles from one another.

By: Anu Banerjee

H&M along with Denim United, have created a unisex collection, and the Swedish fast-fashion giant individualised the line as normcore; the

unisex fashion trend of unpretentious and "normal-looking" clothing.

Denim United treats his and her clothing as parallel, blurring the borders and challenging the

prescribed norms of what is considered feminine and what looks masculine. Traditional style is

the guiding principle and silhouettes and materials are used interchangeably for men’s wear and

women’s wear.

By: Anu Banerjee

“It’s very important for us to launch a unisex collection since fashion is constantly evolving and

intersecting,” an H&M spokeswoman said. “Today, we see that there are no borderlines in

democratic style. Fashion should always be across-the-board.”

Denim United’s plus-size and casual pieces are designed to mix and match and coordinate well

with jackets, overalls and angled skirts. Prices range from $19.99 to

$49.99.

By: Anu Banerjee

“The denim pieces bunched up with high neck Tshirts or an oversize hoodie make

for the quintessential normcore look,” the spokeswoman said.

The organic and recycled cotton collection is another step toward H&M’s goal of closing the

manufacturing loop. When the retailer started manufacturing apparel made from organic cotton

in 2004, it had set a goal of increasing its organic cotton use by 50 percent each year through

2013. H&M introduced its first sustainable collection in 2010.

With this collection, H&M is steering their work towards a more sustainable and equal fashion

future and closing the loop on fashion. The garment lines in the Denim United collection are all made with more sustainable materials such as organic cotton and recycled cotton.