Selfridges has launched a new campaign called Agenda Project in the spring of 2015.
The photos of the campaign advertisement for this project are simple and direct, there are nothing more or anything fancy in the campaign. It is simply putting both male and female models in one picture, who were wearing the same clothing illustrating the fact that clothing doesn’t necessarily address our gender. When we look at the pictures we wouldn’t feel anything odd to see both of them wearing the same clothings, we won’t feel that the clothing are specifically design for a certain gender.
”Fashion, like femininity, is marked as the context of the other. Masculinity, by way of contrast, is most serious, changes in slower and more subtle ways… But we can think of gender more generally as a process of making, unmarking, and remarking as individual articulated it- not only as a subject position but also as an ongoing process of subjectivity. To the extent that fashion as a mode of gender performativity has been imagined as feminine, the idea of ‘men’s fashion’ has been framed as a contradictory space.” —“Fashion and Cultural Studies” page.125

The selfridges campaign has successfully break the boundaries of how fashion used to look to different gender. And obviously it has brought the attention to the industry, maybe it’s by coincidence, but after this campaign was launched, there are many well-known brands work about gender-related campaign in 2016, like Loewe, Gucci, Louis Vuitton, not only about the looks of how their models were dressed in their campaign, but you can see the changes in the material choice and prints, there are more silky fabrics, lace and floral print were found in 2016 men’s collections,and the silhouette of menswear were soften. Besides, there are more women models took part in men’s fashion show also.