Conventional style norms are so 2016. There’s been a boost in unisex marketing in the fashion world recently. Milk Makeup released a beautifully gender fluid campaign called “Blur the Lines.” Major drugstore cosmetics brands signed male beauty ambassadors. And now, H&M is pushing the boundaries of gender norms with its latest collection that gives “boyfriend jeans” a whole new meaning.


The Swedish retailer announced plans to release Denim United, a unisex denim collection that “revisits menswear and womenswear, borrowing both materials and silhouettes from one another.”


Think oversized silhouettes and pieces that can be mixed and matched with work jackets, overalls, and slouchy shorts in a variety of washes. All of the items are decidedly “normcore,” but hey, it’s never been easier to share a closet (especially if you have limited space!).


“It is very natural for us to launch a unisex collection as fashion is constantly evolving and intersecting and today we see there are no boundaries in democratic style,” says H&M Spokesperson, Marybeth Schmitt. “Fashion should always be inclusive.”

And judging by the ever-so-cool, Earth-friendly styles, we have to say, we definitely agree!


Of course, ever committed to sustainability, all the garments in the Denim United collection are made with organic cotton and recycled cotton. Looks good and does good? We are here for this!

The collection will be available on March 23 exclusively on H&M’s website.

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