To a cover of the song A Little Respect the film in glimpse shows the gender transformation of Jamie Raines from woman to man. Images and videos showing him from being a little girl to the man he is today. 10 seconds in the quote "Before you can be anything, you have to be yourself." is delivered. The film ends on the message "Find Yourself" followed by "miinto - A collection of 1198 independent fashion stores online." with Jamie Rains in the back modelling in a miinto outfit.

The fashion industry, and most communication within, is about identity, personal on an emotional level. It is not, nor rarely, about functional relevance alone.

Gender transformation indeed is about identity as well. It is about finding yourself, defining your gender, about diversity and a very emotional personal story to share.

Miinto is an online fashion retailer who has a cooperation with local stores and store owners all over the country and thereby Miinto has the diversity, the quality and the depth that excites and enables you to find what makes your style uniquely yours.