Is the shirt you really want to buy actually in the men's section – but you feel a little self-conscious going in there? Or is your boyfriend sending you out to buy his skinny jeans from the women's department?
If the answer to either and or both of these questions is yes, then Selfridges' new pop up concept might just be for you.
Doing away with men's and women's sections, the new three-floor pop-up, called Agender, will be gender neutral, bringing together unisex clothing all in one place.
Launching on March 12, the project aims to be 'a fashion exploration of the masculine, the feminine and the interplay…found in between,' with clothes from brands including Bodymap, Ann Demeulemeester, Comme des Garcons, Meadham Kirchoff and Gareth Pugh all available.
With designers increasingly borrowing from womenswear for their men's shows – just take a look at the block heels on the Saint Laurent catwalk, skirts at Rick Owens and the lace blouses at Gucci during the men's collection this past month – or, like Prada, dressing both men and women in similar looking 'uniforms', we'd say that the time was ripe for a mainstream department store to ditch the sexual segregation.
And this isn't just restricted to fashion, either. Selfridges will be applying its gender neutral clothes to mannequins, beauty producers and accessories, too.
'We want to take our customers on a journey where they can shop and dress without limitations or stereotypes,' Selfridges told The Times. 'A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of self.'
And, after all, that's what fashion's really all about, right?
See you there...