We hear a lot about gender neutrality these days and Selfridges is taking the idea to a physical level by combining its men’s and women’s departments into three floors of unisex clothing at the Oxford Street store.
The retailer is trying to break free of the bonds of gender norms and create a shopping experience without boundaries. It will be selling “agender” clothing from March 12 though April, is planning on getting rid of current mannequins and will mix men’s and women’s accessories and beauty products.
Selfridges says it has seen more and more women opting to buy menswear, so for the store, the changes make sense. It also promises that this “agender” project isn’t a gimmick or “about harnessing a trend,” as Selfridges Creative Director Linda Hewson told WWD. “But rather tapping into a mind-set and acknowledging and responding to a cultural shift that is happening now. The project will act as a test bed for experimentation around ideas of gender — both to allow our shoppers to approach the experience without preconceptions and for us as retailers to move the way we shop fashion forward.” The Birmingham and Manchester stores will also be included in the project as well as the website.
Selfridges will sell pieces from its own unisex lines as well as brands like Nicola Formichetti’s Nicopanda, Hood by Air, Gareth Pugh and more.