British fashion emporium Selfridges is breaking down the boundaries between men’s and women’s fashion with a new gender-neutral retail concept, Agender.
The new space, which debuted in Selfridges’ Oxford Street, Manchester and Birmingham stores, focuses on fashion and design with a “genderless attitude,” which the retailer said is increasingly becoming mainstream.
Selfridges creative director Linda Hewson said, “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.” She added, “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 retailer tapped designer Faye Toogood to design the Agender launch space at its Oxford Street location. The mannequin-less space stretches across three floors and will feature exclusive collections by the likes of VFiles, Underground, Body Map, Nicopanda, as well as Rad Hourani made to order couture. Selfridges carries the gender-less concept to its e-commerce by showing menswear, womenswear and unisex apparel on male and female models.
Throughout March and April, Selfridges will work with a collective of contributors who embody the Agender ethos to help bring the project to life in-store and online. Contributors include designers, photographers, editors and stylists.
Agender brands include: Alexander Plokhov, Ann Demeulemeester, Astrid Andersen, Blackmeans, Bodymap, Casely Hayford, Chef London, Comme Des Garcons, Comme Homme Plus, Comme Shirt, Eastpak JPG , Federica Moretti, Gareth Pugh, Golden Goose/ Haus, Grenson Haal, Haider Ackermann, Herschel, Hood By Air, Isabel Benenato, Jacquemus, Jeremy Scott, Joyrich, Kangol, Le Gramme, Marcelo Burlon, Meadham Kirchhoff, Miansai, Nasir Mazhar, NicoPanda, Off White, OAMC, Pigalle, Rad Hourani, Toogood, Trapstar, Undercover, Underground, UEG, VFiles, Yang Li, Yohji Yamamoto.