A SHOPPING centre is working with an anti- bullying charity to encourage people to drop their perceptions about gender and how to dress.

Churchill Square in Brighton is staging a new, unique event aimed at encouraging a more inclusive response to fashion.

Starting on Saturday, it is hosting Drop Your Perception, a campaign in partnership with Ditch The Label charity.

The charity provides support to young people negatively affected by bullying and prejudice.

The shopping centre will feature gender-free fashion shows across six days, alongside a pop-up store from the charity.

The aim is to challenge traditional conventions and stereotypes that pigeonhole and restrict people because of what they are wearing.

The fashion shows are on Saturday and Sunday from 11am until 4pm and also from Thursday, September 13, to Sunday, September 16.

From Monday, September 10, to Wednesday, September 12, the team from Ditch the Label will have a pop-up shop in the promotions court of Churchill Square where shoppers can talk to trained staff about issues affecting them.

There will also be opportunities to learn about the campaigns from the charity and also purchase merchandise, with the profits directly funding their support services.

Centre director Mark Buchanan-Smith said: “Our Drop Your Perception campaign is aimed at getting the people of Brighton to celebrate their own unique personalities with their style and encourage a more inclusive attitude towards the freedom of dressing. Fashion can be a great way of communicating, as we can showcase our individual quirks without saying a word.”