Selfridges

This spring, Selfridges pushes the boundaries of gender in retail.

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                                  Toogood

A fashion exploration of the masculine, the feminine and the interplay – or the blur – found in between.

SELFRIDGES SETS THE AGENDER FOR SS15

  • Selfridges opens a ‘gender-neutral’ space across 3 floors of the Oxford Street store, a collaboration designed by Faye Toogood
  • ‘gender-neutral’ shopping destinations will also open at Selfridges.com and in Selfridges Manchester and Birmingham stores
  • Selfridges launches 5 unisex collections
  • Selfridges selects an additional 40 brands to be worn by any sex

Moving away from the tradition of a societal – and sartorial – binary gender definition, Selfridges will take its customers on a journey where they can choose to shop and dress without limitations or stereotypes. With a ‘genderless’ attitude to fashion and styling becoming increasingly mainstream,

Selfridges looks at how to evolve and enhance the shopping experience. This transformative shift will be reflected through specially conceived and curated collections, as well as the introduction of rethought in-store and online environments. A space, where clothing is no longer imbued with directive gender values, will enable fashion to exist as a purer expression of ‘Self’.

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. Mannequins will be removed from the windows and the space. Online, menswear, womenswear and unisex pieces

will be shown on male and female models. Through AGENDER, the power of clothing will be seen in a new way. The AGENDER product mix starts with the authentically unisex kit that can be the foundation of any wardrobe, and touches streetwear through to avant garde and haute couture collections – from Ann Demeulemeester to Yohji Yamamoto, by way of Rad Hourani, the only designer invited by La Chambre Syndicale to show a unisex collection at Paris Haute Couture. (full brand list in editors notes)

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Launches from the fashion forerunners and rising stars who challenge convention and riff off both masculine and feminine influences will be presented, including:

  • Body Map exclusive capsule collection
  • Toogood rtw launch
  • Nicopanda exclusive UK launch
  • Rad Hourani made to order haute couture
  • Underground exclusive unisex collection
  • V Files GIRL POWER exclusive capsule collection
  • Yang Li x Genesis P-Orridge collaboration

Throughout March and April, Selfridges will work with an agender-setting collective of contributors to bring the project to life in-store and online – through design, music, film, photography and in-store conversation. These are the personalities redefining fashion codes, who embody the AGENDER community, ethos and movement. AGENDER contributors include designers, photographers, editors, image makers and stylists. Full list TBA. “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. 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.

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Astrid Andersen lace tunic £285; Underground exclusive shoes £280; V Files top £120

AGENDER Brand List

Alexander Plokhov, Ann Demeulemeester, Astrid Andersen, Blackmeans, Bodymap, Casely Hayford Chef London, Comme Des Garcons, Comme Homme Plus, Comme Shirt, Eastpak JPG , Federica Moretti, Gareth Pugh, Golden Goose/ Haus, Haal, Haider Ackermann, Herschel, Hood By Air, Isabel Benenato, Jacquemus, Jeremy Scott, Joyrich, Kangol, Le Gramme, Marcelo Burlon, Meadham Kirchhoff, Miansai, Nasir Mazhar, NicoPanda, Off White, OAMC, Pigalle, Rad Hourani, Toogood, Trapstar, Undercover, Underground, UEG, VFiles, Yang Li, Yohji Yamamoto.

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Selfridges