Always the progressive genius when it comes to retail cult marketing, Selfridges today marks the launch of AGENDER – a campaign introducing and showcasing the idea of gender-neutral fashion. The gender neutral concept space across three floors explores the masculine, the feminine and interplay found in-between.
Designs by labels including Ann Demeulemeester, Comme des Garçons, Meadham Kirchoff and Gareth Pugh will also feature in the lineup.
Director Kathryn Ferguson’s first film as Selfridges’ “Resident Film Director” also launched today both in store and online as part of the campaign. It was co-directed with Alex Turvey and features an original track “He, She, Me” composed by Dev Hynes, with vocals from both Dev and Neneh Cherry!
The film stars New York based Actress and model, Hari Nef and choreography by internationally renowned choreographer and artist Ryan Heffington, who has collaborated with FKA Twigs, Shia LeBoeuf, Sia & Maddie Ziegler and Arcade Fire.