High-end department store Selfridges have announced that they will be merging their men and women departments in favour of unisex clothing on all three floors. The bold move comes after a number of other notable revolutions; breaking down class barriers, introducing women’s toilets, moving the make-up and cosmetic counters to the front of the store (something that all department stores now do), and of course mixing the shopping experience with food and entertainment. Could this be the next revolutionary move in British fashion culture?
But it’s not just their clothes that are losing their labels, the store’s mannequins are also set to change. We’re picturing rows and rows of plastic La Roux-a-likes dressed in plaid skirts. In a statement that Selfridge’s released, they stated “”We want to take our customers on a journey where they can shop and dress without limitations or stereotypes. A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of ‘self.”’