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# Gender-Free Shopping Sections
The Selfridges 'Agender' Campaign Promotes Individuality

By Valentina Slaviero | Published 2015-05-05 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/selfridges-agender-campaign
References: [dailymail](http://www.dailymail.co.uk/femail/article-3002605/As-celebrities-lead-trend-genderless-fashion-Selfridges-axes-separate-women-menswear-departments-favour-three-floors-unisex-fashion.html) & [selfridges](http://www.selfridges.com/content/article/coming-soon-agender)

[Selfridges](https://www.trendhunter.com/trends/superself) proposes a new way of shopping with its recent campaign called 'Agender' – a celebration of [fashion without definition](https://www.trendhunter.com/trends/adidas-originals-new-campaign). 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](https://www.trendhunter.com/trends/humanrace-4) 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.

## Trend Insights (Trend Hunter)

- Score: 0.6/10
- Popularity: 2% | Activity: 9% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion)

## Key Themes

### What's Driving This Trend

- **Gender-free Shopping:** Opportunity for retailers to tap into the cultural shift towards genderless fashion and create inclusive shopping experiences.
- **Fashion Without Definition:** Chance for brands to challenge traditional notions of fashion and offer customers the freedom to shop based on personal preferences rather than gender norms.
- **Unisex Fashion:** Potential for retailers to create unisex collections and promote gender fluidity in the fashion industry.

### Who This Affects Most

- **Retail:** Opportunity for retailers to transform their stores to offer gender-free shopping sections and attract a broader customer base.
- **Fashion:** Opportunity for fashion brands to redefine their offerings and cater to the growing demand for gender-neutral fashion.
- **Beauty:** Opportunity for beauty brands to develop inclusive marketing campaigns and products that cater to all genders.

## Related on Trend Hunter

- [Curated Online Fashion Storefronts](https://www.trendhunter.com/trends/trend-stores.md)
- [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)
- [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md)
- [Gender-Free Fragrances](https://www.trendhunter.com/trends/pacsun-for-all-fragrance.md)
- [Genderless Outerwear Designs](https://www.trendhunter.com/trends/sujitha-shivajothi.md)
- [Well-Being Retail Projects](https://www.trendhunter.com/trends/superself.md)
- [Genderless Self Care Lines](https://www.trendhunter.com/trends/prohibition-wellness.md)
- [Genderless Court-Ready Apparel](https://www.trendhunter.com/trends/humanrace-4.md)
- [Inclusive Retail Displays](https://www.trendhunter.com/trends/primark-sophie.md)