Is Gucci’s line of non-binary gifts really just “a cash grab”?

Nothing reinforces the gender binary like the season for holiday gift guides. Since the dawn of consumer capitalism, department stores and designers have been offering ideas for “Lui” (wallets, whiskey stones) and “Her” (purses, scent samplers) with little room for fluidity.

This year, Gucci buyers were treated to a break from the norm. Regarding this year’s capsule, another category is proposed: Them.

New York-based fashion and culture commentator José Criales-Unzueta noticed Gucci’s addition during his annual research into gift trends from various fashion houses. It is the first time that he notices a third option separate from men and women.

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