On 12 March, Selfridges will launch its Agender Project, aimed at showing customers a stereotype-surpassing shopping experience while also selling unisex clothing.
The project will take place on the first two floors of the Selfridges in Oxford Street (London), with additional showcases in Manchester and Birmingham and on its website.
Selfridges will even add several unisex collections from well-known designers like Comme des Garçons and Ann Demeulemeester. Its in-store mannequins will also be replaced with gender-neutral versions.
The company claims it wants to tap into the cultural shift that is currently taking place. An increasing number of fashion brands are wiping away the barriers between male and female fashion. The Agender Project will run from 12 March until the end of April.