Selfridges Launches ‘Agender’ Project

Selfridges (London) is launching a new line of gender-neutral clothing beginning March 12.

The store’s Agender project will launch as “a fashion exploration of the masculine, the feminine and the interplay … found in between,” the store said, adding that it aims to “take … customers on a journey where they can choose to shop and dress without limitations or stereotypes,” reports Women’s Wear Daily.

Selfridges hired interior and furniture designer Faye Toogood to create the concept spaces, which will span the ground, first and second floors of the retailer’s Oxford Street location. The line will also be showcased in Selfridges’ Manchester and Birmingham stores and online.

In addition, Selfridges will do away with male and female mannequins in its windows and instead dress the windows with fashion in a non-gender-specific way, according to WWD. Photography, film, music and design pieces exploring the idea of gender will be on display in the stores.