Selfridges becomes ‘gender-neutral’

selfridges_department_store_oxford_street

Selfridges has announced it will be replacing its separate male and female clothing departments with three floors of fashion for both men and women.

The Oxford Street department store has launched five unisex collections and ‘agender’ pieces from 40 of its current brands, after seeing a surge in women buying men’s brands for the loose clothing and masculine-tailored trend.

Brands such as Trapstar, KTZ and Hood By Air, are already popular with women looking for a more androgynous style.

Selfridges managers believe that their customers no longer want to be defined by their gender for the clothes they wear and can instead shop for unisex clothes, as well as beauty products and accessories shared by men and women.

In a statement to The Times, the store said: “We want to take our customers on a journey where they can shop and dress without limitations or stereotypes. A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of self.”

Vivienne Westwood experimented with the androgynous style in her AW14 collection, inspired by actress Tilda Swinton. Designer, Astrid Andersen, also hit the runway last year with male models sporting an unusual look of strapless dresses.

Eastie Empire, which originally designed just for men, previously launched a women’s range after noticing they attracted a female clientele.

A former Selfridges marketing assistant said: “Selfridges is an international melting pot of cultures and due to that we have to respect cultures and beliefs when it comes to consumerism.

“Adding the catalyst of unisex clothing is only going to create confusion between customers and staff. Personally, I don’t think this is a great idea, but I’m yet to see it.”

Image courtesy of J-fi via Flickr