dev hynes & neneh cherry video launches selfridges agender pop-up

Dev and Neneh launch Selfridges' long-awaited Agender space with a music video featuring transgender performance artist Hari Nef.

by Felicity Kinsella
13 March 2015, 5:35pm

Yesterday Selfridges launched Agender, the long-awaited gender neutral space across three of its floors. Designed by Faye Toogood, it is free from mannequins (genderless or not), branding and social constructs, with the clothes semi-hidden in white cases, it allows boys and girls to shop together without the influence of the stereotypes the media and society has placed on gender.

To launch it, Selfridges recruited Devonté Hynes and Neneh Cherry to soundtrack it with an exclusive track, entitled He, She, Me. Directed by Alex Turvey and Kathryn Ferguson and choreographed by the genius behind Sia's Chandelier, Ryan Heffington, transgender performance artist, Hari Nef leads a cast of voguers of all shapes, sizes, colours, ages and most importantly genders, on a journey through what Ferguson describes as the "subtle push and pull between masculinity and femininity."

With Facebook's offer of 71 genders, Generation Z pioneering new age feminism, icons like Hari Nef and a totally open shopping experience, we ask ourselves again, imagine if there was no gender?