Agender is the title of Studio Toogood's current pop-up space in Selfridges. Rows of unbranded garment bags with logo-less, handwritten tags hang with peekaboo windows for you to see what lies underneath. This is a shopping experience like no other, provoking conversation about gender within the fashion and retail industry. Shoppers will have to base their shopping decisions on personal taste rather than gender-diverted messages.
"I chose to give the space the feel of an archive to reflect the curatorial decisions that go into any fashion edit," Toogood said. "By removing branding, gender differences and merchandising, we allow the garments to speak for themselves."
Raw materials such as concrete, horsehair and rubber are used in an effort to pare back branding codes and deliver a more intrinsic approach. The concept of androgyny is explored further via the windows of the world renowned department store. For the first time in Selfridges history there are no mannequins wearing garments. Instead, furniture installations act as stand-ins to display gender-neutral garments.
I've gone in to many a mens shop and hankered after a shirt or jumper so this sounds right up my street!