Selfridges launch gender neutral pop-up department


Luxury retailer Selfridges is always at the forefront of the new and cutting edge, and they proves this again by being the first major retailer to offer a gender neutral department.

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


The department, which they are calling Agender, will be featured in their London, Manchester and Birmingham stores allowing a large portion of the country to get involved in the gender revolution. Agender will launch on March 1st and run though until April. The store is also getting rid of male and female mannequins, so it will be interesting to see what they replace them with.

My only worry is that Selfridges will just treat this as a passing fad. Gender neutrality is something very close to my heart, and I’ve been choosing what clothes, cosmetics and accessories that I wear regardless of the gender label on them for a number of years so I hope that this will be a successful endeavor for Selfridges and that other shops will follow suit.

I was recently asked by House of GlamDolls to write a short paragraph for them on what gender neutrality means to me and this was my answer.
Gender neutrality to me is the freedom to express yourself without being constricted by the traditional binary gender rolls. Your thought process and outward appearance aren’t determined by your gender, they’re determined by the way mainstream society has conditioned you to think. If you’re able to think in a gender neutral way then your creativity will expand exponentially. It is empowering to wake up in the morning and be able to mold your aesthetic to however you please without being held back by gender boundaries.

I hope that Selfridges receive positive feedback from their customers following the launch of the Agender department and I will keep you updated on the blog.

Images in this post are courtesy of Selfridges

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