Australian fashion eTailer Order of Style has added its first gender neutral label Les Girls Les Boys to its stable of brands, in response to the shift in consumer attitudes and COVID-19 dressing.
Recognising the customer demand for more versatile, genderless and comfortable pieces, Order of Style added the label to its mix this year, founder Lana Coppel said.
"I love the philosophy of [Les Girls Les Boys] - the brand and their mantra is so in tune with our current mid-pandemic lifestyle.
"Bed – Street – Repeat.
"It really speaks to my personal philosophy that fashion should be fun, fulfilling and comfortable too.
"These aren’t the daggy trackies you’ve had since high school. They are new styles for a new age," she said.
Les Girls Les Boys designer Serena Rees - who is also behind the lingerie label Agent Provocateur - added that the label aims to celebrate people in all their forms.
"Les Girls Les Boys is a rallying cry.
"Inspired by our connected lives and all the good that comes from it, and at the same time a bold defiance against the unattainable images we view there.
"Our message is: love yourself, love your body and shape, love your identity, whatever that is and share that love with the world," she said.
Les Girls Les Boys produces all of its fabrics in-house and uses a neutral colour palette of khaki, soft pinks and animal prints across a range of core styles.
Order of Style carries a select range of styles, which can be worn together or separately.
Les Boys Les Girls is priced from $115.00 to $180.00 and launched on Order of Style in mid-November.