FINLAND is considered a pioneer of gender equality.

In 1906 it became the first country to grant women full political rights and in 2017 sat third in The Global Gender Gap Report which looked at economic participation and opportunities, education, health and political empowerment.

So it should come as little surprise that one of the country’s leading department chains has launched a gender-neutral shopping floor.

The unisex shopping area, called “One Way”, is located between Stockmann’s men’s and women’s floors, on level 1.5.

It features brands that have previously incorporated unisex style in their collections, including Calvin Klein, Burberry and Marimekko.

“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,” Stockmann CCO Anna Salmi said.

“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.”

Stockmann is known for its bold campaigns. It previously changed its name to Stockwomann to celebrate International Women’s Day.

It says the gender-neutral section could become a permanent fixture if it proves popular.