As the fashion industry continues to toy with the spectrum which
encompasses gender identity, seen most recently during men’s fashion weeks
catwalk shows, British department store group Selfridges has decided to
take things one step further and is set to launch a ‘gender neutral’
shopping experience.
Suitably named ‘Agender’ project, the retail concept is a new initiative,
described as “a fashion exploration of the masculine, the feminine and the
interplay…found in between,” by the department store group. The experience
aims to give shoppers the freedom to “shop and dress without limitations or
stereotypes,” to offer them “a space where clothing is no longer imbued
with directive gender values, enabling fashion to exist as a purer
expression of ‘self’.”
‘Agender’ to allow shoppers to ‘dress without limitations’
Launching on March 12 at Selfridges’ London, Birmingham and Manchester
stores, the new concept’s interior was created by furniture designer Faye
Toogood. The department store group will also offer the designer’s
ready-to-wear collection exclusively in the UK, as well as exclusive
capsule collections from Bodymap, Nicola Formichetti, Underground and Rad
Hourani made-to-order creations. Additional collections from Ann
Demeulemeester, Comme des Garcons, Meadham Kirchhoff and Gareth Pugh will
also be featured within the concept space.
The department store group will also feature unisex or ‘gender neutral’
beauty products and accessories side by side in the retail concept,
displaying perfume next to shaving products. As part of the initiative,
Selfridges will also readdress its window displays. Rather than using male
and female mannequins for its windows, the department store group will
showcase the concept using photography, film, music and design items which
all explore ideas regarding gender, which can also be seen online on its
website.
Linda Hewson, Selfridges’ creative director, explains how the Agender
project “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.”
The ‘Agender’ Project is set to run until the end of April.
Image: Selfridges London, Nicopanda by Nicola Formichetti
Click Here: Maori All Blacks Store