I announced a few weeks ago the Agender project of the über concept store Selfridges in London. So when it kicked-off last week and I happened to be in London for a trend seminar, I had to pop in and have a look.
The project started the day after, but I got the chance to check the goods out in ‚avant-premiere’!!!
The idea of the project is to sweep aside the boundaries of gender in retail with the Agender campaign – a celebration of fashion without definition.
As part of Agender, Selfridges created on different floors a unique genderless shopping experience across fashion, accessories and beauty. The concept space, devised by renowned designer Faye Toogood, is an environment in which you are given the freedom to transcend notions of ‘his’ and ‘hers’, by simply discovering the desired items.
The all black dressed staff was casted on ‘a gender-blurring look’ and was most kind and helpful. The collection pieces where presented in paper clothing covers, hardly visible for the ‘inattentive’ shopper, tagged with a lovely label with all information on the designer, price and size. As the show just started the day after, not every piece was all ready in store. I missed f.ex. some gender-free skirts and dresses but the staff assured me that those arrived later.
The collection is surprising, very cool and wearable by all gender having the balls to wear extra-ordinary, exclusive clothes and looks.
Strolling trough the racks, opening the paper sleeves (like you open a present) is great fun. The ones who don’t have the patience to unwrap every piece of the curated selection, can always shop online, where the collection can be simply watched and ordered.
Among the unisex lines, many exclusive to Selfridges in the U.K., is a capsule collection by Bodymap, the U.K. launch of Nicola Formichetti’s collection Nicopanda, a collection from footwear label Underground and Rad Hourani’s made-to-order couture designs. Designs by labels including Ann Demeulemeester, Comme des Garçons, Meadham Kirchoff and Gareth Pugh also feature in the lineup.
Photography, film, music and design pieces exploring the idea of gender are also on display in all four of our stores and on Selfridges.com throughout the campaign.
And what about the windows? I did not have the chance to see them live, because they where still covered for the big reveal, but I have the press pictures here.
Selfridges explains their vision on the window displays: “Not a mannequin in sight, our challenge with Agender was to create windows without using any gender forms. The result is something entirely abstract, allowing us to really focus on the detail of the products. We want everyone to walk past the windows and be attracted to the items on display, completely unrestricted by traditional gender ideas.”
Warmed up? Discover the fab collection of the Agender project online and in store at Selfridges. Hurry, the collection is going well and all pieces are limited editions.
©Store pictures by Kate Stockman_THE SQUID STORIES
©All window pictures courtesy of Selfridges.