London’s Selfridges is making it easier to shop gender neutral with their new promotion, the Agender Project. Billed as:
“a fashion exploration of the masculine, the feminine, and the interplay…found in between.”
WWD (which just suspended publication, btw) reported that the London department store aims to:
“take…customers on a journey where they can choose to shop and dress without limitations or stereotypes.”
Selfridges is now featuring a three-floor display of their unisex offerings — like a capsule collection from Nicopanda, Nicola Formichetti’s brand (also available in the U.S. and online at Opening Ceremony). The Agender Project will also feature clothing from the gender-bending designs like Comme des Garçons, Gareth Pugh, and Ann Demeulemeester. All displays will use photography, film, and music to show the collections in a non-gender-specific way. They commissioned an exclusive track by Devonté Hynes and Neneh Cherry He, She, Me, with a film by Kathryn Ferguson & Alex Turvey, starring Hari Nef. Director Ferguson says:
“The film is an evolving journey through a subtle push and pull between masculinity and femininity, captured entirely in one unbroken shot, utilising in-camera camera effects in a world populated by out-scaled physical props inspired by Faye Toogood’s in store realisation of Agender. This film has come at a time when important conversations about gender fluidity and non-binary ways of being are finally getting a lot of attention.”
The cast of dancers and performance artists are all styled in Agender, including Nicopanda, V Files, Yang Li x Genesis P-Orridge, Bodymap and Rad Hourani. Watch.
Selfridges’ Agender project is running now through the end of April. (via Refinery 29)