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.

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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.