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Selfridges to open unisex space at Oxford Street store

Selfridges will open ‘gender netural’ spaces across three floors of its Oxford Street store in March, with the launch of five exclusive unisex collections.

Agender will be introduced for spring 15 featuring 40 brands that can be worn by any sex, including collections from Astrid Anderson, Yohji Yamamoto and Rad Hourani. The space will be designed by Faye Toogood, who will also launch an exclusive ready-to-wear collection as part of the initiative.

Agender will launch on March 12 and runs for eight weeks.

The retailer will also open genderless areas in the Selfridges Manchester and Birmingham stores, and online.

“For us, Agender is not about harnessing a ‘trend’, but rather tapping into a mind-set and acknowledging and responding to a cultural shift that is happening now,” said Selfridges creative director Linda Hewson. “We will explore the relationship between gender and retail physically, digitally and in all of our stores.

“The project will act as a test bed for experimentation around ideas of gender – both to allow our shoppers to approach the experience without preconceptions and for us as retailers to move the way we shop fashion forward.”

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