From a project by British departmental store Selfridges comes a sprawling video that aims to bring awareness to the postmodern discourse of fluid gender identification, or ‘agender’. Directed by auteur Kathryn Ferguson, the video shows a single tracking shot filled with voguing queer personalities who were choreographed by Ryan Heffington, whose works include FKA twig’s ‘Video Girl‘ and Lykke Li’s ‘Gunshot‘. A collaboration between legendary Swedish rapper-singer-occasional DJ Neneh Cherry and the person responsible for making Solange all the more blipster than she already was, Devonté “Dev” Hynes, the electronic track calls for your attention when Cherry enunciates buzzwords like “retention”, “invention”, and “no trepidation” before she begins to soulfully coo and Dev‘s distant vocals join in for a powerful message. JUICE hasn’t heard a genderless anthem as good as ‘He She Me’ since Pictureplane’s ‘Trancegender‘.
Watch it below:
More on Selfridges’ ‘Agender’ campaign here.