Selfridges is blurring the notion of gender in fashion
This year’s autumn/winter fashion collections have been notable for igniting lively debates on the notion of gender. Several collections included male models wearing women’s looks while others included female models wearing men’s looks (Raf Simmons and Gucci are just two examples). It’s part of a larger trend that’s witnessing gender roles becoming increasingly blurred.

If this is the case, Selfridges' ‘Agender Project’, which will see men and women’s departments merge, is less a revolutionary concept than a response to a cultural shift.  

Nonetheless, it is groundbreaking for the consumer. Designs by labels such as Ann Demeulemeester, Comme des Garçons, Meadham Kirchoff and Gareth Pugh will span a three-floor concept space. Along with non-gender specific collections, the space, designed by Faye Toogood, will include androgynously clad mannequins and contemporary artwork on notions of the masculine and the feminine. The aim of the project is to allow consumers to shop without preconceptions.

Protein Journal’sforthcoming gender report (out on 26th February) also explores the concept of changing gender roles with articles on unisex fashion, career equality, and new feminists.

The ‘Agender Project’ will run from the 12th March to the end of April at Selfridges' flagship store on Oxford Street London, as well as online.