Campaign stars gender-bending model

Last updated 15:49 03/03/2014
Gender

BREAKING GROUND: One of the images from the Erika Linder for Crocker SS14 campaign.

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You may recognise Swedish model Erika Linder from Katy Perry's music video for 'Unconditionally' last year, or you might just remember her as one of the big name androgynous models alongside the likes of Casey Legler and Andrej Pejic. 

Either way, Linder is about to dominate the fashion world in a whole new way by showing designers she can hold her own by modelling both the male and female clothing line in the same campaign.

In the a behind the scenes video for the campaign (aptly titled 'Whatever'), Swedish label Crocker by JC Jeans Company transforms Linder from the leather-clad emo lad into the vampish looking lady model right before viewers eyes.

"By starring Erika as the model for both male and female styles, we want this collection to inspire creativity and confidence as we set out to break new boundaries within the fashion industry," states Crocker on its website.

It's not great news for male models who are already struggling to find their feet out there, but hey, anything that challenges gender norms in mainstream fashion is a baby step, forward right? 

As Adweek points out, androgny is usually reserved for 'high fashion' editorials only, so for a mainstream campaign to embrace Linder's 'his and hers' campaign, it could be a sign that we might be finally moving past gender neutrality as a 'trend'?

Check out the behind the scenes video and more images from the campaign below:

- Daily Life

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