• Emma Jude Jackson

Le Masculin Féminin


Surprise! - Stefano Corso


In 2017, I started a project called Le Masculin Féminin. First a Social Media experiment around the masculine-feminine polarity, it quickly turned into a brand building exercise for a product that became a symbol of the idea that as women we can harness the masculine within us to create a new, modern feminine. A yin to yang.


The core product was a basic t-shirt (in black, white, grey, green or oatmeal) with the logo printed on the front in black or white. Black and grey sweaters were introduced later. Always a niche brand, with a loyal following, it serves as a small case study for how Instagram has the power to empower, and bring a brand identity to life.


The business operated for 18 months before closing due to supplier and distribution issues. There is nothing simple about retail!


My goal for Le Masculin Féminin was to grow the offering to include more fashion and accessories, home décor (ceramics, candles, and other small furnishings), beauty products and art/photography. And my ultimate fantasy was a physical store with both local and imported products. Perhaps one day!


The Instagram account continues to run.