One department store in London is challenging all our assumptions about gender

Selfridges in London is on the verge of breaking a time-honored department store tradition and we could not be more excited.

As Groundswell reports, on March 12, the retailer is going to get rid of their separate men’s and women’s sections and the store will instead be providing its customers with three floors of gender neutral shopping.

The project, entitled “Agender,” will feature a host of unisex lines and will run until the end of April. It is AWESOME that Selfridges is using their platform to examine gender in such a bold and original way.

Linda Hewson, the creative director of Selfridges, explained the project’s intent to Women’s Wear Daily:

“[The Agender project] 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. 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.”

In addition to offering gender neutral shopping, the store’s website and window displays will, as Groundswell explains, “…feature photography, film, music, mannequins, and design pieces that examine the idea of gender.”

Get excited, London.

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