Stockmann, Finland’s largest department store, is set to make a bold statement as it launches a gender-neutral shopping floor that’s open to all.
Not only has the shopping floor been created thanks to changing demand and trends, but to also make a strong statement towards an inclusive shopping experience.
The floor, which is currently due to remain in-store for a month, features well-known brands such as Acne Studios, Calvin Klein and Marimekko, that have previously incorporated unisex styles in their collections.
The name of the shopping floor concept, One Way, speaks for itself. There is only one way in style; your own. With One Way, Stockmann wants to question old-fashioned norms and limits when it comes to dressing.
“Department stores, especially, tend to stick with outdated norms when it comes to how they allocate their offering under different departments.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 Laura Paikkari, Creative Director, TBWA\Helsinki.
“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 Anna Salmi, CCO at Stockmann. Salmi added:
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.
“This is definitely a statement for equality. And brands that take a stand for what they believe in are the ones who shape the future.” Paikkari finishes.
Some of the items to feature within the One Way shopping floor at Stockmann are shown below.