“Designers will often use androgynous models to create an attentive buzz to their various lines. During fashion week when you are competing with 200 or more other designers to grab attention your collection, it’s about showing all kinds of possibilities.
You want your brand to become more visible. You want Cathy Horyn, the chief fashion critic from The New York Times, to attend and talk about your show in the paper.
Co-opting this trend communicates to your intended audience that that you are a label that is open and available to all kinds of people.
The flip side of this coin, of course, is whether or not you are successful in this venture. Fashion people are incredibly cynical (as well as smart) and not easily fooled.Therefore, if using androgynous models or staging your show using androgynous imagery, it has to have some sense of genuineness about it.
It can’t be all fake.”