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.
Great way to capture that niche market share of gender-fluid gen z’s who have no money for new clothes and simultaneously alienate everyone else.
Regardless of your feelings on the matter the majority of the population doesn’t personally subscribe to this androgynous drivel.
This reeks of ticking the ‘gender neutral’ box for publicity and less of targeting their core market: Mid 20’s, low-mid income who love to party.
Hey guys – just coming here to say this is awesome and really cool. Thx
Nicely shot
Nice feel
An OK idea but failed on the execution. That talkback call was totally cringe. Seriously corny. Looks like something I produced for my 2 Unit Advertising Class in the 1994 HSC (back when General Pants was for the cool kids).
Question to my Gen Z offspring
Q. What do you think of General Pants?
A. Who’s that?