Fashion Forward: Genderless Trends as a Strategic Reputational Asset

Drawing on literature on reputational capital, cultural branding, and brand activism, the chapter analyzes how fashion—when embedded within a broader strategic and ethical framework—can contribute to post-crisis repositioning. Indeed, this chapter examines genderless fashion as a strategic reputational lever, focusing on the GCDS × Barilla collaboration as a case study of cross-sector brand transformation. The research adopts a qualitative case study method, combining secondary data from press releases, industry reports, and academic sources with cultural and semiotic analysis. GCDS, a Milan-based streetwear brand renowned for its gender-fluid aesthetic and strong Gen Z appeal, partnered with Barilla in 2019 to launch a gender-neutral capsule collection and co-branded campaign, reframing the food brand’s image after a high-profile reputational crisis. Findings highlight the potential of fashion collaborations to symbolically and structurally realign legacy brands with evolving societal values. The chapter outlines strategic implications for managers seeking to integrate inclusivity into long-term brand positioning.