This spring, Selfridges pushes the boundaries of gender in retail, through AGENDER – a fashion exploration of the masculine, the feminine and the interplay – or the blur – found in between.
Moving away from the tradition of a societal – and sartorial – binary gender definition, Selfridges will take its customer on a journey where they can choose to shop and dress without limitations or stereotypes. With a ‘genderless’ attitude to fashion and styling becoming increasingly mainstream, Selfridges looks at how to evolve and enhance the shopping experience.
This transformative shift will be reflected through specially conceived and curated collections, as well as the introduction of rethought in-store and online environments. A space, where clothing is no longer imbued with directive gender values, will enable fashion to exist as a purer expression of ‘Self’.
Exclusive launches and selected collections from the fashion forerunners and rising stars who challenge convention and riff off both masculine and feminine influences will be presented, including Trapstar, BOY London, Off White, Hood By Air, Maharishi, Bodymap and many more.
“For us, AGENDER 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. 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.” Says Selfridges’ creative director, Linda Hewson.
For further information, visit www.selfridges.com
• Gender neutral shopping destinations to open at Selfridges Exchange Square and Selfridges Trafford
• Selfridges launches five exclusive unisex collections (nationally)
• Selfridges selects an additional 40 brands to be worn by any sex (nationally)