Bonobos launches first women's capsule for a powerful message

Bonobos is venturing into womenswear for the first time. In honor of Women's History Month, the menswear brand based on the notion of perfect fit trousers is launching a five-piece capsule collection for women.

The brand stated on its e-commerce site that it aims to encourage its male consumers to play a role in establishing gender equality. Bonobos is leading by example through partnering with Promundo, a global organization that engages men and boys to promote gender equality. Forty percent of the capsule's proceeds will be donated to Promundo.

The capsule, which launched today, ranges in price from 88 to 148 dollars. It includes two shirtdresses, two short-sleeve tops and one jumper, each inspired by the Bonobos Riviera print.

The pieces in the capsule are inspired by the brand's Riviera style. The capsule will include two shirtdresses, two short-sleeve tops and one jumper. Artist Rachel Levit Ruiz was commissioned to design a pattern of a woman climbing stairs to represent female empowerment in one of the styles. Each pattern in the women's capsule will also be available in men's shirts.

"We wanted to walk the walk and talk the talk,” Bonobos CEO Micky Onvural told WWD.

While Bonobos has been solely a menswear brand since it was founded in 2007, the brand has maintained a desire to spark social conversation about gender roles. Before assuming the role of CEO last year, Onvural had served as chief marketing officer for Bonobos for two years. In that role, she had launched a campaign called #EvolveTheDefinition to redefine and diversify the meaning of masculinity.

“I believe brands have the opportunity to shape culture and conversations,” Onvural added.

Photo: Bonobos website