Agender, a pop-up department that aims to create a “genderless shopping experience” within the Selfridges London department store in 2015.

Selfridges believe 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 and the store describe the new concept as a celebration of fashion without definition.

As part of Agender, Selfridges has created a unique genderless shopping experience across fashion, accessories and beauty.

It is a very interesting example to look at because it is an adventurous innovation trial for the fashion retailer (Selfridges) and imply that androgyny are valued gradually.



[1] Mail Online. (2015). Selfridges unveils its agender fashion campaign. [online] Available at: 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 [Accessed 3 Nov. 2016].

[2] Selfridges.com. (2015). Agender – The Film. [online] Available at: http://www.selfridges.com/GB/en/content/agender-film [Accessed 3 Nov. 2016].

[3]Tsjeng, Z. (2015). Inside Selfridges’ radical, gender-neutral department store. [online] Dazed. Available at: http://www.dazeddigital.com/fashion/article/24088/1/inside-selfridges-radical-gender-neutral-department-store [Accessed 3 Nov. 2016].