Afterpay’s GenderFree Boutique

Whether we realize it or not, we all experience the limitations of retail shopping within the gender binary. Using my own personal perspective as a nonbinary individual, our team came up with an idea to convince our client, Afterpay, to break free of fashions gender norms and create an entirely new, GenderFree Shop.

During Pride month, we launched a completely fluid, genderless shopping experience, expressing the importance of clothing being a gateway to boundless self expression, not discrimination and gender expectations.

We helped shape this experience, from strategy and messaging to user flow and site design. Reimagining the online shopping experience, we introduced a new way to browse, free of labels, categories and gender. From research to conception, our team assisted Afterpay in the site’s fruition, garnering accolades for the brand across multiple channels.