In concrete terms, from Monday the signs will disappear in all JBC stores, directing shoppers to boys’ and girls’ clothing: the children’s department forms a single entity, with subdivisions per age. In addition, part of the “back to school” collection will be gender neutral. There will be a series of sweaters that refer to certain professions. In this way, every child can indicate that they want to be CEO, or firefighter, or dancer, or game developer.
Will the JBC collection for adults also evolve towards more gender neutral pieces? “That would absolutely be possible, why not? You can already see this evolution in fashion”, says Van Der Auwera.
“Both men and women dress in a much more individualistic way, and much more consciously. A woman in a men’s group with a sexy top, or a man with a feminine blouse and cool pants: you see these things more and more in the streets. That is still mainstream. not, but it is already there. So we will certainly keep an eye on how that will develop further. Because we want to listen to what is going on, and support people in their own development and free choices,” says Van Der Auwera.
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