It seems the greatest department store in the world, Selfridges, has finally launched their non-gendered shop. The press release suggests that transcending traditional notions of ‘his’ and ‘hers’, the curated collection showcases the best genderless fashion from world-renowned labels and emerging designers. As expected for anyone who follows ‘forward’ fashion the obvious lists of brands doesn’t involve many new discoveries but rather rests on the laurels of brands that have been doing non gendered clothing for decades, namely COMME des GARÇONS, Haider Ackerman, Yohji Yamamoto, and Ann Demeulemeester. The curated collection all seems a bit more co-opting culture than trendsetting, it could all be summed up in a sweatshirt they feature – a bit of a bore but the Neneh Cherry soundtrack featured in the campaign is fun.
