I've never seen anyone use this phrase, except in a Robert Stone novel. I love it.
Also, nice work Bows. Keep it together.
I'm certainly not opposed to it in concept, whether it be Pejic doing bridal for JPG, Saskia doing YSL's menswear, or even meggings () if it's done "well". Late DH was wicked slim in the shoulder, small in the chest, and this is just an extension of that, I suppose.
Regardless, the impression I had from the article was more they're not splitting it Womenswear/Menswear so much as Womenswear/Everyone Else. Just seems like more evidence Hedi is treating this like his little playground to try whatever and have fun with photography more than "Let's go sell a ton of clothes".