Is John Lewis at the frontline of modern gender politics? It has never seemed so before, but judging by the reaction to the department store’s announcement last week that its own-brand children’s clothes will no longer be divided by gender, some people clearly see the retailer as radical. There will now be no separate sections in the stores, nor such binary labels on the clothes themselves; instead, the labels will read “girls and boys” or “boys and girls”.
The growth of the brand follows more awareness and discussion around gender fluidity and what it means to reject the male/female binary. A study for the Fawcett Society last year found that 68% of young people believe gender is non-binary. “When Bethnals lauched, there wasn’t a lot [about gender],” says Crowe. “More brands have released gender-neutral clothing. It has filtered its way to the mass market. There seems to be a huge demand for it.”