Selfridges' London to go Gender-Neutral


Selfridges, the high-end UK department store, will trade their separate clothing sections for three floors of gender-neutral clothing.


Iconic Selfridges, based on Oxford Street in London, will drop their men’s and women’s sections to, instead, have three floors of unisex clothing.

selfridges-logoKnown as a trailblazer in fashion, the store will also rid themselves of gendered mannequins, applying their policy to both beauty products and accessories.

Selfridges will launch Agender, a gender-neutral pop up shop experience, on March 12. Designer Faye Toogood has designed the concept with additional gender-neutral spaces in its Manchester and Birmingham stores.

The areas will feature five exclusive fashion collections and an additional 40 brands that can be worn by any sex. It will run for eight weeks

Selfridges creative director Linda Hewson said: “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 for fashion-forward.”

Photography, film, music and design pieces exploring the idea of gender will be on display in the stores and on Selfridges’ website.

Brands named which are on board for the revamp include KTZ, Trapstar and Hood By Air.

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