article_snippet: And one major retailing is jumping on the bandwagon by blurring the lines between men's and womenswear.
article_snippet: Beauty products and accessories for men and women will also be mixed.
article_snippet: us will explore the relationship between gender and retail physically, digitally and in all of us stores. '
article_snippet: The project will act as a test bed for experimentation around ideas of gender – both to allow our shoppers to approach the experience without preconceptions and for us as retailers to move the way us shop fashion forward.'
article_snippet: It comes as Selfridges bosses say Selfridges bosses have seen a huge surge in women buying menswear as part of the trends for looser clothing and more masculine tailoring this year.
article_snippet: Photography, film, music and design pieces exploring the idea of gender are also on display in all four  stores and on Selfridges.com throughout the campaign.
article_snippet: Jane Shepper, chief executive of Whistles, which has collaboration with Swedish company Stutterheim to create unisex raincoats, said the line between men and womenswear was becoming blurred. '
article_snippet: A lot of our men's collection influences our women's and vice versa,' she added.
article_snippet: Cos and Gap have all noticed increases in the number of women buying menswear, while men have also been picking up women's knitwear for women.