If there’s one thing Gen Z has proven it’s that they think gender is a restrictive and passé concept. A 2016 study by the Innovation Group titled Generation Z and Gender: Beyond Binaries?, showed that 56% of the profiled individuals – all were between 13 and 20 years old – responded to gender-neutral pronouns, and were generally pretty chill about things like gender-neutral bathrooms and gender-neutral clothing. Basically, it looks like we may be moving toward a point where newer generations disavow gender binaries completely.
Milk Makeup is one of an increasing number of companies that is recognizing the generational paradigm shift and providing products that address these changing values. On Monday, the company released their “Blur the Lines” campaign in partnership with men’s grooming and lifestyle platform, Very Good Light. The nucleus of the campaign – which supports Milk’s a-gender, pore-minmizing “Blur Stick” – is that makeup is and should be for everyone. Especially if a flawless, pore-less, glowing face is one of your deepest desires.
As part of the project, Milk’s co-founder and creative director, Georgie Greville worked with Very Good Light’s founder, David Yi, to produce a short video that explores how assigning labels like “masculine” and “feminine” can sometimes hinder individuality and personal expression. Male and female identifying models and social media personalities like Avie Acosta, Rayne Nadurata, Dagsen Love, Eric Stone Carson and more, all weigh in on how gender effects their daily lives, and what gender means to them.
When asked why the project was so important Yi stated, “This project is more important than ever in our current cultural climate. It’s important to showcase that there are individuals who completely own their identities outside of gender binaries, and that’s not only cool, it’s authentic to who they are. I hope that more young people start leading the way when it comes to how the government treats them. They want nothing but a more inclusive, loving world. I hope that those who villainize these men and women can see that their purview of life is definitely one that won’t stick around in 20 years. Generation Z is already becoming a driving force in culture, and they don’t share the same sentiments as the older generation.”
For more grooming tips (makeup-less and make-up forward) check out our favorite NYFW:M’s runway looks.