The Selfridges store on Oxford Street, London, is about to shake things up rather drastically.
The store will be knocking down its separate sections for men and women – fashion and beauty – in favour of three large floors of unisex shopping. The project, called Agender, will see Selfridges turn to 40 of its regular brands and curate a mix of gender-neutral clothing and beauty products.
WWD reports that Agender will also serve as a neat UK launch for Nicola Formichetti’s label, Nicopanda. Also, iconic Brit label BodyMap will debut a capsule collection. Expect labels like Ann Demeulemeester, Comme des Garçons, Meadham Kirchhoff and Gareth Pugh on the bill too. Plus, a tight edit of labels like KTZ and Hood By Air, which are already known to blur the gender lines. To drive home the point, the project will feature art and photography that explores sexuality.
All we’re really hearing is more shopping for everybody.
Agender will be on from March 12 through April. Selfridges.com
By Arshie Chevalwala January 28th, 2015