Jan 30, 2015
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UK's Selfridges to launch gender-neutral space this spring

Jan 30, 2015

UK department store retailer Selfridges continues to prove its credentials as a cutting-edge retailer with a new gender-neutral space, AGENDER.

The space was designed together with Faye Toogood and will open across 3 floors of the London Selfridges store. There will also be gender-neutral shopping destinations in the company's Manchester and Birmingham locations as well as online.

Designer Faye Toogood will create an inter-connected store space across 3 floors of Selfridges on Oxford Street, actualizing a retail landscape that addresses a diversifying approach to the future of shopping

In the London store, mannequins will be removed from the windows and the space and be replaced by an inter-connected store space where 5 unisex collections, as well as an additional 40 brands that can be worn by any sex, wll be featured. Brands include Bodymap, Rad Hourani, Ann Demeulemeester, Nasir Mazhar 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.

AGENDER will launch on March 12 and run through April.

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