This department store opened a gender-neutral shopping floor

Finland's Stockmann dedicates level 1.5 to unisex wares

Published On
Sep 13, 2018

Editor's Pick

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“Department stores, especially, tend to stick with outdated norms when it comes to how they allocate their offering under different departments,”  added Laura Paikkari, creative director, TBWA\Helsinki.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.”

Credits

Date
Sep 13, 2018
Client:
Stockmann
Agency:
TBWA Helsinki
Creative Director:
Laura Paikkari
Creative Content Strategist:
Janni Widerholm
Art Director:
Anu Lehto
Copywriter:
Anni Lindgren
Copywriter:
Emma Kanninen
Designer:
Atso Wilen
Social Media Manager:
Iman Chellaf
Social Media Manager:
Juulia Meuronen
Account Manager:
Nana Paija
Account Manager:
Emilia Repo
Production Ad:
Harry Huttunen
Production Ad:
Natalie Gustafsson

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