A Gender-Neutral Shopping Experience in Selfridges’s Agender Project

Meets Obsession / News / April 1, 2015

In social media and on the fashion week runways, gender has almost certainly been the topic of conversation for the last few years.  Sweden just added “hen,” a gender-neutral pronoun, to their dictionary, and the call for gender-neutral bathrooms are a daily trending topic among gender activists.

Adding to the gender narrative is Selfridges, a retailer that just launched a project called Agender.

Dubbed as “a celebration of fashion without definition,” the Agender project offers consumers a “unique genderless shopping experience” by concentrating solely on unisex lines, available both in the brick-and-mortar store as well as online.

The Agender project includes a concept space devised by designer Faye Toogood, a campaign video by Kathryn Ferguson & Alex Turvey featuring an exclusive  soundtrack by Devonté Hynes, and striking campaign images of models dressed in Ann Demeulemeester, Comme des Garçons, Meadham Kirchoff, Gareth Pugh, and Nicola Formichetti’s Nicopanda, among others.

You can shop Agender here until the end of April.


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April 1, 2015