From Cara Delevingne rocking a suit on the red carpet to Brad and Angelina wearing matching androgynous outfits to the BAFTAS , fashion icons have never been scared to experiment with gender . And one major retailing is jumping on the bandwagon by blurring the lines between men 's and womenswear . Selfridges has launched a 'gender-neutral ' fashion campaign encouraging consumers to buy clothes without being restricted to men 's or women 's fashions . Scroll down for video . Selfridges has launched a 'gender-neutral ' fashion campaign encouraging consumers to buy clothes without being restricted to men 's or women 's fashions as it opens the doors to its 'agender ' shopping space . The Oxford Street department store has axed its separate women and menswear departments in favour of three floors of unisex fashion . Selfridges believe that shoppers no longer want to be defined or limited by their gender as to what they can wear . Instead , they are able to shop for unisex or 'agender ' clothing and the store describe the new concept as a celebration of fashion without definition . As part of Agender , Selfridges has created a unique genderless shopping experience across fashion , accessories and beauty . The Oxford Street department store has axed its separate women and menswear departments in favour of three floors of unisex fashion . Customers are invited to shop for unisex or 'agender ' clothing and the store describe the new concept as a celebration of fashion without definition . Devised by renowned designer Faye Toogood , the space is an environment in which shoppers are given the freedom to transcend notions of 'his ' and 'hers ' , as you simply find your most desired item by colour , fit and style . Selfridges has launched five unisex collections and 'agender ' pieces from forty of its regular brands . Beauty products and accessories for men and women will also be mixed . Among the unisex lines on offer - many exclusive - is a capsule collection by Bodymap , the U.K. launch of Nicola Formichetti ’ s collection Nicopanda , a collection from footwear label Underground and Rad Hourani ’ s made-to-order couture designs . Selfridges believe that shoppers no longer want to be defined or limited by their gender as to what they can wear so have launched five unisex collections and 'agender ' pieces from forty of its regular brands . Devised by renowned designer Faye Toogood , the space is an environment in which shoppers are given the freedom to transcend notions of 'his ' and 'hers ' , as you simply find your most desired item by colour , fit and style , including these items by Foreo . Designs by labels including Ann Demeulemeester , Comme des Garçons , Meadham Kirchoff and Gareth Pugh also feature in the lineup . 'For us , Agender is not about harnessing a `` trend '' but rather tapping into a mind-set and acknowledging and responding a cultural shift that is happening now , ' explained a Selfridges spokesperson . 'We will explore the relationship between gender and retail physically , digitally and in all of our stores . '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 we shop fashion forward . ' Pharrell Williams and his wife Helen Lasichanh arrived at the Oscars in 2014 wearing a duo of looks designed by Mr Slimane . Cara Delevingne has long championed androgynous style and rocked cigarette pants and a shirt at the Brits this year , left , whilst Angelina Jolie matched her suit to husband Brad Pitt 's at last year 's BAFTAS . It comes as Selfridges bosses say they have seen a huge surge in women buying menswear as part of the trends for looser clothing and more masculine tailoring this year . 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 . Brands at the store , such as KTZ , Trapstar and Hood By Air , are already popular with women looking for a more androgynous style . While the unisex Boy London saw a massive surge in popularity when singer Rhianna and supermodel Cara Delevingne were seen sporting their range . Cara Delevingne and Suki Waterhouse outshone fellow attendees of the pre BAFTA party in their Burberry suits . 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 . ' A lot of our men 's collection influences our women 's and vice versa , ' she added . 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 themselves . While there has been a swathe of high-profile unisex models , such as Elliott Sailors , who work for both mens and womenswear brands .
Selfridges has launched a 'gender-neutral ' fashion campaign . Oxford Street store has axed separate women and menswear departments . Describe the new concept as a celebration of fashion without definition .