Gender neutral label Ataraxi stages street presentation at LFW

LCF graduate Rebecca Haddaway calls on #GenerationGenderless, signalling a shift towards gender obsolescence in fashion. 


On the second day of London Fashion Week, unisex label Ataraxi took to the streets of Brewer Street Carpark to stage its AW16 presentation. 

Donning a series of printed bomber jackets and muted hues, an ensemble of eight models — both male and female, with lines painted on their faces — stood in a line on the pavement. Holding up a banner that read “#GenerationGenderless”, the presentation resembled more of a protest. 

“This street presentation is a real statement for us, not officially being in London Fashion Week itself. It was a bold move for me to decide that we would present outside the schedule and I’m glad it worked. I wanted us to appear strong and almost defiant in order to really push our message,” says Rebecca Haddaway, creative director of Ataraxi. 

Employing silhouettes of sportswear and streetwear, this particular collection titled Dark Paradise takes on a hedonistic approach by offering versatile and readily interchangeable pieces. With a message as subversive as gender neutrality, the street presentation drew the attention of photographers and onlookers alike.  

The norm-defying brand was conceived as a result of Haddaway’s final year dissertation at London College of Fashion, titled Blurred Lines: The Future of Fashion. Having worked with both menswear and womenswear labels, Haddaway found herself increasingly inclined to genderless clothing. 

Haddaway adds, “It’s a state of mind, we’re a brand challenging the conventions of gender. We don’t believe in demographics, we don’t pigeon hole, we just strive for equality.” 

NewsWeiqi YapAtaraxi, AW16, LFW