Selfridges is breaking down the sartorial barriers between the sexes with a new multichannel campaign centered on genderless fashion, which launched store-wide yesterday. Called …
Selfridges is breaking down the sartorial barriers between the sexes with a new multichannel campaign centered on genderless fashion, which launched store-wide yesterday.
Called “Agender”, the aim of the project is to allow customers to choose how they shop and dress “without limitations or sterotypes.” Three floors of the retailer’s Oxford Circus flagship have been transformed into gender-neutral shopping areas, with dedicated sections also found in the Manchester and Birmingham stores. Customers can also shop online on the Selfridges website, with the same product shown on both male and female models.
Selfridges commissioned interior and furniture designer Faye Toogood to create the space, which is entirely mannequin-free – even the windows. Instead, they feature fashion in a non-gender specific way, while photography, film, music and design pieces exploring the idea of gender are on display throughout the store.
The unisex designs on offer come from labels including Ann Demeulemeester, Comme des Garçons, Meadham Kirchhoff and Gareth Pugh, as well as a collection from footwear brand Underground and Nicola Formichetti’s new line, Nicopanda.
Linda Hewson, Selfridges’ creative director, said the Agender campaign “is part of a far bigger movement and a cultural shift that affects us all.”
The project will run through the end of April.
We’ve taken a further look at the effect at the emerging gender-neutral concept on store design, WGSN subscribers click here for more.