To coincide with Fashion Week, Finland’s largest department store, Stockmann, has opened a new floor that doesn’t discriminate by gender. The unisex shopping area, called “One Way,” is located on the 1.5th floor, located between the men’s and woman’s shopping levels. It features wares from brands that have created collections with unisex styles, or goods that work across genders. Among the designers featured are Acne Studios, Marimekko, Calvin Klein, Kenzo and Burberry.
The “One Way” concept, conceived out of TBWA/Helsinki, embraces the idea that there’s only a single way in style--one’s own.
“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”, said Anna Salmi, CCO at Stockmann in a statement. “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.”
“Department stores, especially, tend to stick with outdated norms when it comes to how they allocate their offering under different departments,” added Laura Paikkari, creative director, TBWA\Helsinki. “At the same time consumers are already buying quite liberally from both departments.”