British department store chain Selfridges announced it would eliminate the men's and women's departments from March 12 until the end of April. The idea is to highlight gender neutrality in fashion and will introduce the retailer's Agender project.
The new Agender collection will explore the interplay of masculine and feminine, and will allow customers to shop without the limitations of stereotypes, reported the International Business Journal. The collection will be available at Selfridges' Manchester and Birmingham stores, as well as on its website.
Throughout the store, music, photography and film with gendered themes will be featured. Even mannequins will not have male or female features.
The project "is not about harnessing a trend, but rather tapping into a mindset and acknowledging and responding to a cultural shift that is happening now," Linda Hewson, Selfridges' creative director told Women's Wear Daily. "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."
Known for its innovation, last fall Selfridges announced a partnership with Eataly to open a grocery shop/eatery within the department store starting in 2016.
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