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Gender-neutral fashion department launched by Stockmann in Helsinki

Helsinki department store Stockmann – the largest department store in Finland – is launching a gender-neutral shopping floor called One Way.

Located between the men’s and women’s departments, on floor 1.5, the department will feature brands including Acne Studios, Calvin Klein, and Merrimekko, which have previously incorporated unisex styles in their collections.

The retailer plans to question tradition when it comes to fashion. “We believe that men’s and women’s departments should function as guidelines to finding the clothes that best fit your shape and style rather than definite rules to follow”, says Stockmann COO Anna Salmi.

“With One Way we wanted to style and curate a selection of clothes that might not be designed ‘unisex’ but that work perfectly for all people. Our aim is to inspire our customers to forget the rules and shop unbiasedly.”

Ad agency TBWA/Helsinki worked with Stockmann on the project. “Department stores, especially, tend to stick with outdated norms when it comes to how they allocate their offering under different departments. At the same time consumers are already buying quite liberally from both departments,” says TBWA/Helsinki creative director Laura Paikkari.