A lot of so called trans women don't pretend very hard to be female. That's kind of the point.
We look at this and think "Oh yay, goody, let clothes be clothes' and think this is a good move to get rid of stereotypes.
But the fact that they've put a very obvious man, giving the other noise they're making, just means they are making the point that if someone says they are the opposite sex they are and don't need a costume.
If it were truly a push to give people options beyond stereotyped clothing it would be shaped appropriately for a man, including adequate coverage for a penis and shaped so voluntary flashing was more difficult. No 'whoops' moments.
But it's not, it's a flasher and cross dressers dream and that's by design. Saying it's no big deal is all well and good, but when there is a 50+ year old flashing his balls at women in the women's changing room at your local swimming pool you will be a bit bothered won't you?
This is a political statement and not a fashion one. As previously said, if they wanted to get more sales it wouldn't be so godamn ugly.