Agender - Gender Neutral Shopping

This spring, Selfridges pushes the boundaries of gender in retail, through AGENDER – a fashion exploration of the masculine, the feminine and the interplay – or the blur – found in between. Moving away from the tradition of a societal – and sartorial – binary gender definition, Selfridges will take its customer 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’.

Exclusive launches and selected collections from the fashion forerunners and rising stars who challenge convention and riff off both masculine and feminine influences will be presented, including Trapstar, BOY London, Off White, Hood By Air, Maharishi, Bodymap and many more.