The iconic store Selfridges, on London’s Oxford Street, announced earlier this year that it will be moving toward gender-neutral clothing ranges, and encouraging its shoppers to transcend traditional notions of male and female dress to find their perfect fit – ideal for an queer wardrobe.
The London-based store has done away with separate men’s and women’s fashion departments in favour of a gender-neutral shopping experience, featuring three floors of unisex fashion, accessories, and beauty products.
To go alongside this collection, the store a created a new gender-neutral promotional video. The video, which features the exclusive song ‘He She Me’ by Devonté Hynes and Neneh Cherry, shows the Agender campaign in all its glory.
A Selfridges spokesperson told the Daily Mail.
“For us, Agender is not about harnessing a ‘trend’ but rather tapping into a mind-set and acknowledging and responding a cultural shift that is happening now. We will explore the relationship between gender and retail physically, digitally and in all of our stores. 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 unisex collection will be at Selfridges’ Manchester and Birmingham stores, as well as on its website. The designers whose gender-neutral fashions will be featured at Selfridge’s will include Belgian avant garde designer Ann Demeulemeester, English designer Gareth Pugh, and designer Nicola Formichetti – who is said to be Lady Gaga’s favourites designer.
Creative director Linda Hewson says they are “responding to a cultural shift that is happening right now” and will “allow our shoppers to approach the experience without preconceptions”.
In a world that is already blurring gender lines by featuring cosmetics modelled by drag queens (RuPaul for MAC) and sending transgender models down the runway, the Agender project could be described not as “fashion forward” but rather, of the moment.
“We want to take our customers on a journey where they can shop and dress without limitations or stereotypes. A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of ‘self.”
Linda Hewson, Selfridges’ Creative director
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