WATCH: The super cool Selfridges genderless fashion campaign

After announcing a groundbreaking gender-neutral clothing range, Selfridges has released a vogue-tastic new promotional video.

The video, which features the exclusive song ‘He She Me’ by Devonté Hynes and Neneh Cherry, shows the ‘Agender’ campaign in all its glory.

The iconic store, on London’s Oxford Street, as well as its Manchester branch, announced earlier this year that instead of separate sections, it will just stock three floors of unisex clothing.

Known as a trailblazer for fashion in Britain,Selfridges & co will also apply the new policy to mannequins, beauty products and accessories in the shake-up from 12 March.

“For us, Agender is not about harnessing a ‘trend’ but rather tapping into a mind-set and acknowledging and responding a cultural shift that is happening now,” a Selfridges spokesperson told the Daily Mail.

“We will explore the relationship between gender and retail physically, digitally and in all of our stores. 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.”

Brands named which are on board for the revamp include KTZ, Trapstar and Hood By Air.

• Dec 01 2023

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