The U.K. retailer is going all-out with gender-neutral window displays and unisex collections.
Selfridges' interior. Photo by Flickr user Mark Hogan.
Selfridges is saying, “fuck it,” to the gender binary with a forthcoming pop-up shop of gender-neutral clothing. The Agender Project will give you access to all the pieces you need to achieve Tilda Swinton’s effortless androgynous cool (radiant personality sold separately). In a statement to the press, Selfridges described the Agender Project “a fashion exploration of the masculine, the feminine and the interplay…found in between,” and said that it will “take…customers on a journey where they can choose to shop and dress without limitations or stereotypes.”
The window displays and mannequins will also be unisex, and even the grooming products and accessories will be displayed alongside each other. According to Women’s Wear Daily, customers can shop the concept store at select locations in London and international buyers can access it online. WWD has the deets:
Among the unisex lines in the store — many exclusive to Selfridges in the U.K. — will be a capsule collection by Bodymap; the U.K. launch of Nicola Formichetti’s collection Nicopanda; a collection from footwear label Underground, and Rad Hourani’s made to order couture designs. Designs by labels including Ann Demeulemeester, Comme des Garcons, Meadham Kirchhoff and Gareth Pugh will also feature in the lineup.
Linda Hewson, Selfridges’ creative director says: “It is not about harnessing a trend, 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."