Selfridges is ready to dress a post-gender society. In its new campaign, Agender, the world's best department store is encouraging its shoppers to transcend traditional notions of male and female dress to find their perfect fit.
The London-based store has done away with separate men's and women's fashion departments in favor of a gender-neutral shopping experience, featuring three floors of unisex fashion, accessories, and beauty products.
Selfridges has also launched five unisex collections and Agender pieces from forty of its regular brands, including Comme des Garçons, Gareth Pugh, Ann Demeulemeester and Nicola Formichetti's Nicopanda.
"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," a Selfridges spokesperson told the Daily Mail. "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."
Check out the voguetastic Agender campaign video — with Devonté Hynes and Neneh Cherry's exclusive song for Selfridges, "He She Me," serving as soundtrack — below:
Les Fabian Brathwaite, trashion icon