Céline Dion Launches Her Line of Kids Clothes by … Getting Arrested in a Hospital Nursery?

Surreal ad promotes gender-neutral collection

Céline Dion gets "booked" in new ad. Celinununu
Headshot of Shannon Miller

Children’s clothing has long been a prisoner of an antiquated thought process. Except for a few girl-powered screen-printed shirts every once in a while, there remains this notion that “boy clothing” and “girl clothing” should be heavily regarded. In reality, clothing doesn’t have to be so gender-specific, especially as we continue to witness the fluidity of gender identity and expression.

It’s a shame, really, because pigeonholing fashion into categories is just so limiting. What the world of children’s clothing needs is a serious wake-up call. Honestly, it could use a hero. And, apparently, that hero is Céline Dion. The legendary artist has partnered with contemporary children’s clothing boutique Nununu to create a new line of gender-neutral children’s clothing called Celinununu.

For its official introduction, they released a rather odd, but highly entertaining short film. In it, Dion stars as herself, a devastatingly fashionable rebel who understands the confining nature of society’s gender norms. To combat them, she saunters into the maternity ward of a hospital with absolutely no protest, takes a look at the brightly pink-and-blue hued nursery, and blows a heap of gender neutralizing magical dust. The pink and blue is instantly replaced by black and white, with one baby donning a “New Order” onesie. Security eventually catches up with her and places her in handcuffs, despite her repeatedly proclaiming “I’m Celine Dion!”

It’s an intriguing way to introduce your new clothing line, to say the least. However, the core of the films messaging and the collection itself—captured by some of Dion’s narration—is seriously progressive: “They dream of tomorrow. We may thrust them forward into the future. But the course will always be theirs to choose.” A designer line that allows young consumers to pick their fashion based on how it looks rather than what is designated for them is the first step in breaking down outdated ideas of gender and gender expression.

The film is available to view on the Celinununu’s website as well as their and Dion’s social media platforms.

Shannon Miller is a writer, podcast creator and contributor to Adweek.