Selfridges, the iconic department store on Oxford Street, London, is changing the way it sells its clothes. Rather than have separate men and women's departments, it will instead have three floors of unisex clothing, offering a space for customers to shop without "limitations or stereotypes". The store is also launching five unisex fashion collections and will be presenting mixed-gender beauty products and accessories.
Acccording to the Daily Mail, the store is responding to evidence that shoppers "no longer want to be defined or limited by their gender as to what they can wear. Instead they are able to shop for unisex or 'agender' clothing".
Image credit: a'Shioji / Flickr
Selfridges is positioning itself as a leader in the slow process of shifting mainstream societal opinion regarding gender. By moving away from the binary of masculine and feminine, it offers customers choice in whether and to what extent they express their gender through their wardrobe.
How might such a shift away from gender normatives play out in other sectors and public places, from entertainment to education to employment?
Daily Mail Online (January 24, 2015). Selfridges goes unisex: Oxford Street department store to stock gender neutral fashion ranges for both men AND women
Huffington Post. (January 27, 2015). U.K's Selfridges Department Store Goes Gender Neutral