The Selfridges 'Agender' Campaign Promotes Individuality

By: Valentina Slaviero - May 5, 2015
References: selfridges & dailymail
Selfridges proposes a new way of shopping with its recent campaign called 'Agender' – a celebration of fashion without definition. The brand encourages customers to overcome fashion notions of what is "his" and "hers" and to shop based exclusively on desired color, fit and style.

Faye Toogood, the designer behind the Concept Store, created a unique genderless shopping experience across three floors of unisex fashion, accessories and beauty.

"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," explained a Selfridges spokesperson.

An exclusive video was produced for promoting the campaign called 'He She Me' from Devonté Hynes and Neneh Cherry.