General Pants celebrates individuality and non-conformity with ‘Led by None’ platform

General Pants is challenging the ‘what’s wrong with this generation’ debate with its brand position Led By None, which celebrates the non-conforming and independent Generation Z clientele of the fashion brand.

Focusing on individuality, General Pants uses its first ad to champion those who do not conform to the boundaries of gender, sexual identity, or social expectations of work and financial goals.

The campaign was created by TBWA’s fashion and lifestyle arm, Fabric, that launched in July under the leadership of Gemma Rees as managing partner and creative partner Keenan Motto.

Rees explained the motivation behind the campaign: “The insights we gained from customer research were an eye opener into Gen Z. They’re making up their own rules, their identities are more fluid, they are less constrained by labels, and they are confident in their self expression.”

The ‘Led by None’ platform sees the introduction of Gen P, a subset of people who are united by their individuality. General Pants’ customers and staff members are featured in the campaign.

General Pants Co. CEO, Sacha Laing, commented: “Led by None has always lived innately within the brand DNA, but this is now an exciting platform for us to connect with our community.”

Motto added: “General Pants has always been an outlier, a brand who is proud to stand out, to be different. This campaign is a reigniting of this attitude. Celebrating the differences between us, rather than placing labels on those different from us.”

The campaign will run throughout the Christmas period, executed in store, on its front windows, OOH, social, digital and through performance media.


Client: General Pants
Creative Agency: FABRIC Sydney. Part of the TBWA Sydney network.
Media Agency: NMPI

Photographer: Charlie Dennington
Stylist: Charlotte Agnew
Director: Simon Morehead
Editor: Carve & Stitch
DOP: Casimir Dickson
Music: Otis Studios


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