Selfridges' Agender agenda
Selfridges wants to take its customers on a journey where they can shop and dress without limitations or stereotypes. What can that mean? asks Maria Stadtmüller. It’s all about Agender, which is the retailer’s name for gender-neutral pop-ups it is rolling out in London, Manchester and Birmingham. And Agender has already attracted the attention of a number of fashion brands in the shape of exclusive collaborations with Body Map, Nicopanda, Rad Hourani and VFiles.
Apparently, Agender is intended to be a space ‘where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of self’.
So, look out for non-gendered mannequins and shaving products cosying up to beauty items. Selfridges says its’s merely reacting to a general cultural shift.