{"id":18763,"date":"2020-09-25T10:50:06","date_gmt":"2020-09-25T01:50:06","guid":{"rendered":"https:\/\/news.samsungcnt.com\/en\/?p=18763"},"modified":"2023-02-26T16:30:08","modified_gmt":"2023-02-26T07:30:08","slug":"beaker-goes-online-and-gender-neutral-with-b_","status":"publish","type":"post","link":"https:\/\/news.samsungcnt.com\/en\/features\/fashion\/2020-09-beaker-goes-online-and-gender-neutral-with-b_\/","title":{"rendered":"BEAKER goes online and gender neutral with B_"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18763\" class=\"elementor elementor-18763\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a08667d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a08667d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6e842596\" data-id=\"6e842596\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8f768e5 elementor-widget elementor-widget-text-editor\" data-id=\"8f768e5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Just as in society we are seeing traditional gender roles move in the direction of equality and fluidity, the same trend is now visible in the fashion world. Actually, the concept of clothing that is gender neutral, or unisex, is itself not new, although in recent years it has entered the mainstream. In the last few years Selfridges, Zara, and H&amp;M have all released gender neutral lines or collections. Reporting on London Fashion Week in April this year,\u00a0<a href=\"https:\/\/edition.cnn.com\/style\/article\/london-fashion-week-gender-neutral\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">CNN observed that<\/a>\u00a0\u201candrogynous dressing has become fashionable not only as a statement of fluidity, but because it signifies a conscious effort to be less wasteful.\u201d<\/p><p>Gender-neutral clothing doesn\u2019t mean we need to wear shapeless sacks, but rather items that aren\u2019t specifically cut for any particular body types. It\u2019s possible to be both gender neutral and stylish at the same time.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13303c2 elementor-widget elementor-widget-heading\" data-id=\"13303c2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">A new brand emerges<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b054d9 elementor-widget elementor-widget-text-editor\" data-id=\"5b054d9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Samsung C&amp;T Fashion Group\u2019s contemporary select shop\u00a0<a href=\"https:\/\/en.ssfshop.com\/beaker\/main?dspCtgryNo=&amp;brndShopId=MCBR&amp;brandShopNo=BDMA09&amp;leftBrandNM=\" target=\"_blank\" rel=\"noopener noreferrer\">BEAKER\u00a0<\/a>joins this gender-neutral trend by launching its online-only brand, B_. Pronounced \u201cbee underbar,\u201d this label is as playful and modern as its name suggests and seeks to capture the hearts of young consumers who are looking for trendy clothes that don\u2019t fit the cookie-cutter conventionality of old fashions. An underbar, the printer\u2019s symbol for a space between words or characters, was chosen to be part of the brand name as it reflects the wish to capture the feeling of the modern age and express that through clothing.<\/p><p>As a unisex brand, B_ aims to be \u201cBorderless\u201d \u2013 accessible to anyone, regardless of gender or other characteristics. To do so, B_ wants to modernize contemporary essential items based on original line products produced by BEAKER.\u00a0<\/p><p>B_ targets the 25 to 35 age bracket, young consumers who are already familiar with BEAKER and who do a lot of shopping online, and it embodies the modern-day values they want to show such as gender blindness.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6c070f2 elementor-widget elementor-widget-video\" data-id=\"6c070f2\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/CJzO170kaBk&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcbf3e3 elementor-widget elementor-widget-heading\" data-id=\"bcbf3e3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">B_\u2019s convention-breaking first lookbook<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6a181d elementor-widget elementor-widget-text-editor\" data-id=\"f6a181d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In its first collection, B_ has flouted conventions and played around with traditions in the fashion world.<\/p><p>Traditionally, commercial fashion has commonly distinguished men&#8217;s and women&#8217;s clothes by their patterns and colors, but not in this gender-neutral collection. The 2020 Fall\/Winter B_ collection features toned-down neutral colors and loose-fit, genderless silhouettes.<\/p><p>In a similar playfully nonconformist vein, B_\u2019s first lookbook is one that breaks visual conventions and leaves the viewer thinking. The theme to contemplate here is \u201crelationships.\u201d The two models in the photos are sometimes dressed the same, and, although they are often shown close together, sometimes even leaning on one another, it\u2019s not clear what their relationship is intended to be. It leaves us wondering: are they together, or not really?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ab1cca elementor-widget elementor-widget-image\" data-id=\"1ab1cca\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/news.samsungcnt.com\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-1-1.jpg\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzcxMzUsInVybCI6Imh0dHBzOlwvXC9uZXdzLnNhbXN1bmdjbnQuY29tXC91cGxvYWRcLzIuMFwvd3AtY29udGVudFwvdXBsb2Fkc1wvc2l0ZXNcLzNcLzIwMjBcLzA5XC9mYXNoaW9uLUJfLWxhdW5jaC1waG90by0xLTEuanBnIn0%3D\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"240\" src=\"https:\/\/news.samsungcnt.com\/upload\/2.0\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-1-1.jpg\" class=\"attachment-medium_large size-medium_large wp-image-37135\" alt=\"\" srcset=\"https:\/\/news.samsungcnt.com\/upload\/2.0\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-1-1.jpg 940w, https:\/\/news.samsungcnt.com\/upload\/2.0\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-1-1-300x94.jpg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">B_\u2019s lookbook intentionally leaves us wondering what the relationship between the two models is supposed to be.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1b17ee elementor-widget elementor-widget-text-editor\" data-id=\"b1b17ee\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>BEAKER brand manager Song Tae-geun explains, \u201cWe tried to focus on the ambiguity that makes us think again about the nature of a relationship by not showing the usual lovey-dovey relationship or a seemingly romantic one that we commonly see in a lookbook.\u201d<\/p><p>The poses of the models are also out of the ordinary. They resemble frozen moments in an interpretive dance. \u201cWe wanted to break away from the traditional fashion custom by having the models adopt poses that are more complicated, unfamiliar, and that make us think again, rather than typical stereotyped stances,\u201d says Song Tae-geun.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f14b1f elementor-widget elementor-widget-image\" data-id=\"8f14b1f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/news.samsungcnt.com\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-2-1.jpg\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzcxMzQsInVybCI6Imh0dHBzOlwvXC9uZXdzLnNhbXN1bmdjbnQuY29tXC91cGxvYWRcLzIuMFwvd3AtY29udGVudFwvdXBsb2Fkc1wvc2l0ZXNcLzNcLzIwMjBcLzA5XC9mYXNoaW9uLUJfLWxhdW5jaC1waG90by0yLTEuanBnIn0%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"240\" src=\"https:\/\/news.samsungcnt.com\/upload\/2.0\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-2-1.jpg\" class=\"attachment-medium_large size-medium_large wp-image-37134\" alt=\"\" srcset=\"https:\/\/news.samsungcnt.com\/upload\/2.0\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-2-1.jpg 940w, https:\/\/news.samsungcnt.com\/upload\/2.0\/wp-content\/uploads\/sites\/3\/2020\/09\/fashion-B_-launch-photo-2-1-300x94.jpg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">The lookbook makes creative use of some unusual, almost dance-like poses.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e4f798 elementor-widget elementor-widget-text-editor\" data-id=\"5e4f798\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>For B_, gender neutral is just a start, as the empty space signified by the underbar can hold any value. As Song Tae-geun of BEAKER says, \u201cWe want to become a brand that embraces more values and greater diversity.\u201d<\/p><p>B_ products are only available online at the\u00a0<a href=\"https:\/\/en.ssfshop.com\/beaker\/B_\/main?dspCtgryNo=&amp;brndShopId=BQOOG&amp;brandShopNo=BDMA09H40&amp;leftBrandNM=%5D\" target=\"_blank\" rel=\"noopener noreferrer\">SSF Shop<\/a>, Samsung C&amp;T Fashion Group\u2019s online shopping mall.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Just as in society we are seeing traditional gender roles move in the direction of equality and fluidity, the same trend is now visible in the fashion world. Actually, the concept of clothing that is gender neutral, or unisex, is itself not new, although in recent years it has entered the mainstream. In the last [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18801,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-18763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>BEAKER goes online and gender neutral with B_ - Samsung C&amp;T Newsroom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.samsungcnt.com\/en\/features\/fashion\/2020-09-beaker-goes-online-and-gender-neutral-with-b_\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BEAKER goes online and gender neutral with B_ - Samsung C&amp;T Newsroom\" \/>\n<meta property=\"og:description\" content=\"Just as in society we are seeing traditional gender roles move in the direction of equality and fluidity, the same trend is now visible in the fashion world. 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