Fendi Creates an ‘Open-Air’ Market at Selfridges’ Corner Shop

FENDI FEST: Fendi has become the latest brand to stage a takeover of Selfridges’ Corner Shop, filling the space with logo bags and clothing, colored balloons and family-fun activities in the spirit of an open-air market.
The Italian brand wanted to re-create the traditional Roman piazza — in holiday mode — which explains the Steccolecco ice cream stand selling double-F logo popsicles. Steccolecco, which is known for its all-natural ingredients, is making its London debut in the space.
Visitors can also send a customized Fendi postcard directly from the space. There are seven different postcard designs inspired by the history of the FF logo and an onsite calligrapher can pen a message and mail it anywhere in the world.

The Fendi kiosk at Selfridges’ Corner Shop in London. 
Courtesy Photo

There are a retro photo booth — like the kind from an old funfair — and colored balloons everywhere. Giant, inflatable, special-edition FF logo balloons in blue, red and white will be distributed for free, in limited quantities, twice a day.
Clothes and accessories include pre-launch pieces such as sweatshirts with the Fendi/Fila logo by Hey Reilly, which made their debut on Fendi’s women’s runway in February.
The large Mon Trésor bag in leather and shearling is also in stock,

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Selfridges Opens Eyewear Pop-up With Lily Cole’s Brand, Wires

THROWING SHADE: Selfridges is teaming with model and social entrepreneur Lily Cole to unveil a new collection from Wires, an eyewear brand cofounded by Cole and Yair Neuman.
The pop-up will run until July 15 in Selfridges’ personalization area on the lower ground floor.
For the second collection, Neuman took a modular approach to the design: An invisible hinge was added on the wire frame to allow the wearer to collapse and store the sunglasses with ease.
The sunglasses are created to be completely customizable, with lenses that can be switched and interchanged. “It’s a nice way to marry off a desire for newness and new designs and allow people to experiment and play — but to do so in a way that is less demanding on the material,” Cole said.
The wire frames — handmade by a family-run business in Italy — retail between 140 pounds and 270 pounds and the interchangeable rims retail at 50 pounds.
To mark the opening of the pop-up, Cole and Neuman have created a special-edition pair of glasses inspired by Selfridges’ heritage, priced at 220 pounds.
Sustainability was also a driving force behind the design. “We minimize waste in the production process because we 3-D print the rim instead

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A.F. Vandevorst Reimagines Selfridges’ Corner Shop Into a Hospital Ward

RETHINKING RETAIL: As Selfridges continues to ponder the meaning of luxury in today’s digital world, it has tapped A.F. Vandevorst to offer its own interpretation.
As part of the retailer’s ongoing “Anatomy of Luxury” project, the Belgian label will be taking over the Corner Shop — a concept space located at the store’s ground floor accessories hall — for a one-week residency. As part of the pop-up, An Vandevorst and Filip Arickx have re-created the scene of their famous spring 1999 show, where models stretched out on midcentury hospital beds before hitting the catwalk.
“Since the beginning, the hospital and the red cross were significant for our identity. When Filip and I met each other at the fashion academy of Antwerp, we discovered that we both collected hospital furniture and based on our common passion we created the A.F.Vandevorst universe,” Vandevorst said. “It was an obvious choice to show a selection of our universe for this project.”
More than 13 hospital beds have been lined up across the corner shop, which features floor-to-ceiling windows and functions more as a gallery than a retail space. Archive pieces from the spring 1999 show are laid out on each bed, while tables filled with flowers and screens

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Selfridges Set to Unveil First Cinematic Ad Campaign in 40 Years

SELFRIDGES’ BIG SCREEN: Selfridges is off to the movies with its first cinematic ad campaign in four decades, which will hit screens in the U.K. on Friday.
Called “Radical Luxury” and reflecting the in-store thematic takeover of the same name, it is the biggest advertising campaign that Selfridges has ever done. The 60-second film will be shown in selected cinemas across the U.K. in cities including London, Birmingham and Manchester from Friday to May 19.
The campaign will also include billboard ads, have a digital element and video on-demand placement. The campaign is meant to express Selfridges’ vision of “the essence of luxury” and promote the in-store takeover that aims to explore the meaning of luxury in today’s world.
The campaign will launch ahead of the opening of the Flipside, an exhibition that takes an alternative look at luxury through seven brand experiences.

A visual from the Selfridges’ “Radical Luxury” cinematic campaign. 
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Flipside will be staged in Selfridges’ old hotel on Orchard Street and has been designed as a multisensory journey into altered states of luxury. It was designed in collaboration with brands such as Google, Louis Vuitton, Loewe, and Thom Browne.
The campaign launch also comes on the eve of the unveiling of the final phase

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Natacha Ramsay-Levi Unveils Chloé Pop-up at Selfridges

After her big debut at Chloé last year, designer Natacha Ramsay-Levi is enjoying the fruits of her labor, as her inaugural collection for the French house is dropping in stores around the world.
On Friday, she was in London to celebrate the opening of a dedicated pop-up space at Selfridges, stocking her spring collection of ready-to-wear and accessories.
“It’s incredibly gratifying. I think there are two great elements of the job; putting everything together before the show and then seeing it on the streets and in stores. I love how people mix the different pieces; it’s the best feeling in the world when you see that it works on different women,” said the designer, who has been on tour as of late, to mark her collection’s debut. Earlier this month, she was in New York at Saks Fifth Avenue.
At Selfridges, she worked with the French artist Marion Verboom to inject more personal touches to the pop-up space, located at the department store’s women’s galleries. Verboom’s sculptures, which were also featured at the Chloé show space last season, are displayed throughout the pop-up alongside Ramsay-Levi’s signature Drew bags and lace-up boots, which are already selling well at retail.
“The collaboration offers a friendly conversation

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Selfridges Opens K-Fashion Pop-up

NEW ARRIVALS: As Seoul Fashion Week drew to a close, 10 of its most promising designer names made their way to London to launch K-Fashion, a new pop-up at Selfridges aimed at spotlighting the best of South Korean design.
The designers created exclusive capsules for the pop-up, which is housed in the women’s designer galleries, on the store’s second floor.
Among the labels on show are Moohong and D-Antidote, which embrace a streetwear sensibility; Nohke, which stands out for its tailored outerwear, Munn, Push Button, Bourie, D.Gnak, Blindness and Resurrection.
Kuho Jung, Seoul Fashion Week’s executive director, said the group of designers, called “10 Soul,” was chosen by a committee that included international and local professionals.
Jung has been spearheading a number of initiatives in order to expose Seoul’s designers to an international audience and has hosted similar events in Milan and Paris.
He said he was drawn to London and to Selfridges, given their international appeal and the opportunity to have direct contact with customers through the pop-up space.
As Korean pop culture gains momentum internationally, Jung’s vision is to create as much interest in Korean design as there is in the country’s beauty industry and music. During the most recent Seoul Fashion Week, he drew

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A$AP Rocky Opens New York-Style Bodega at Selfridges Selling Krispy Kremes and Slogan T-shirts

HIS FAVORITE THINGS: A$ AP Rocky is no stranger to fashion, having appeared in campaigns for brands ranging from Dior to Zalando and designing capsule collections for Guess. For his latest project, he’s moved into retail with a pop-up at Selfridges that’s been designed to resemble a New York-style bodega.
The musician, a loyal customer of the Oxford Street store, wanted to re-create the bodega experience in his native New York — still one of his favorite cities — so he put together a patchwork of his favorite things, ranging from doughnuts to hoodies.
“Rocky was born and raised in New York, where you’ll find bodegas on every block,” said Matthew Henson, fashion director of the musician’s creative collective, AWGE. “We felt like this was an experience that was only happening in New York City. I mean, there’s small one-stop shops elsewhere, but there’s nothing like a full bodega experience. So we took some of his favorite items and things he’s always wanted to make, and opened up the shop in London, which is one of his favorite cities.”

A$ AP Rocky opens the AWGE Bodega at Selfridges. 
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The space, dubbed “AWGE Bodega,”is located in a hidden corner of the store’s lower ground floor. It

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American Artist Miranda July Opens Charity Shop in Selfridges

TAKING A STANCE: Selfridges is continuing its mission of enriching shoppers’ in-store experiences. This time, the U.K. department store has teamed with the artist, writer and filmmaker Miranda July and the London-based arts organization Art Angel to create the U.K.’s first interfaith charity shop.
The shop, located on the third floor of the department store, will be run by four religious charities chosen by Miranda July: Islamic Relief, Jewish charity Norwood, London Buddhist Centre and Spitalfields Crypt Trust. It will offer a mix of products, just like other charity shops across the country, including secondhand clothing, ornaments, toys and kitchenware.
“For many years I’ve wanted to make a store as artwork; utilizing the inherently participatory conventions of commerce,” said Miranda July, who is known to create a range of artworks that depend on public participation. “When I first came to London, in my 20s, I was giddily amazed by the sheer number of charity shops, but it’s only in creating this store with Artangel that I understand what a radically unique economic model they are. The nuances of this come from my faith-based charity shop partners and from the site, Selfridges.”
The proceeds will be shared equally between the four participating charities and

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Blood Brother Telegraphs Rave Culture in Capsule for Selfridges

PARTY PIECES: Blood Brother has teamed with Selfridges on a capsule range for the retailer’s Music Matters initiative, which opened in-store this week.
Launched in 2011 by Nicholas Biela and James Waller, the label is known for its smart casualwear and relaxed formalwear. Waller noted that the range was inspired by the duo’s history of throwing parties. For example, rave and nightclub flyers have become graphics on T-shirts and hoodies.
“We used to put on nights where we would get our mates to DJ and get down with everyone — friends, family, colleagues,” said Waller. “It was a great way of bringing people together, which is what Blood Brother is all about.”
The 11-piece men’s wear range consists of T-shirts, hoodies and bags in hues of acid green, bright pink, blue, white and black. Prices range from 55 pounds for a T-shirt to 160 pounds for a bag.

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Selfridges Opens the World of Issey Miyake

MADE IN MIYAKE: Selfridges is furthering its relationship with the Japanese label Issey Miyake with a new shop-in-shop that opened in its Designer Galleries space on Tuesday, home to brands including Proenza Schouler, Rosetta Getty and Michael Lo Sordo.
The World of Issey Miyake boutique spans 506 square feet and stocks the brand’s main line as well as the Pleats Please and Bao Bao labels. It offers up to 180 pieces from the pre-fall 2017 and fall 2017 collections; reflecting a 20 percent increase in the retailer’s overall buy from last season.
Olivia McEwan, the store’s designer women’s wear buyer said the increase in the company’s seasonal buy was reflective of customer demand. “In past seasons, there was an increased demand from our customers for ready-to-wear pieces across the main line and Pleats Please that we were unable to satisfy due to stock availability,” said McEwan, adding that the brand is one of the best sellers across the department.

The World of Issey Miyake boutique is opening at Selfridges London. 
Courtesy Photo

“We have both a domestic and international customer for this brand and a really varied demographic. The brand is going from strength to strength, exploring new ideas while staying true to its original design

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Selfridges Ready to Make Music, Ramp Up Sustainability

LONDON — Never one to gather moss, Selfridges is forging ahead with a host of initiatives in the second half, ramping up its efforts on the environmental front, embracing club and music culture and expanding the accessories hall.
On Wednesday, Linda Hewson, the store’s creative director, said Selfridges’ storewide mantra is “buying better, inspiring change” as she laid out some punchy plans on the environmental front.
By 2020, Selfridges plans to reduce its carbon footprint by 50 percent, while by 2021 the store’s top 30 brands will need to have developed clear sustainability agendas. Hewson said the store plans to push the brands, if need be.
With the aim of helping its customers “buy better,” Selfridges also plans to start labeling some of its products, starting with cotton, denim and British brands, revealing their provenance and the brands’ commitment to supply chain transparency and the environment.
The store will also begin carrying the Positive Luxury butterfly mark on the site, which allows customers browsing Selfridges.com to read about the store’s efforts to become more sustainable.
In the fall, Selfridges will be holding a storewide campaign called Music Matters, with a series of events taking place in-store from a variety of musicians, including Skepta and A$ AP Rocky.
The store

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Bella Hadid x Chrome Hearts Makes London Debut at Selfridges

LONDON — Bella Hadid’s popular line for Chrome Hearts is making its U.K. debut with an exclusive introduction at Selfridges.
To mark the launch the model joined longtime friend and musician Jesse Jo Stark and her mother Laurie, Chrome Hearts’ co-owner, at the British department store on Oxford Street.
“This is such a beautiful space and the [accessories department] is brand new, it’s a new entrance to the store so it’s perfect, not only for my collection, but for Chrome Hearts as a whole. It all comes together,” said Hadid, who has been a frequent Selfridges visitor as of late, having also launched her new Dior mascara campaign in the store two weeks ago.
Chrome Hearts has its own shops-in-shop in Selfridges’ new accessories department adjacent to Gucci, Valentino and Balenciaga. It features both the Chrome Hearts x Bella collection, which was created as a collaboration between Jesse Jo and Hadid, and the brand’s core jewelry, handbag and ready-to-wear ranges.
For her part, Laurie Stark said that she was drawn to the boldness of a big London launch. “From there, the whole world can follow,” she said, highlighting plans to continue expanding in markets such as L.A. and Tokyo.
Each launch will highlight new pieces in

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Selfridges’ Braid Bar Comes Under Fire for Lila Moss Campaign Images

CONTROVERSIAL BEGINNINGS: The Braid Bar, a hair braiding service located at Selfridges’ Beauty Workshop, is facing backlash on social media after publishing a preview of its latest campaign featuring Lila Grace Moss, Kate Moss’ daughter, and Stella Jones, daughter of The Clash musician Mick Jones.
The campaign, which was meant to introduce new styles from The Braid Bar’s summer menu, was criticized for its lack of diversity and respect for black culture, given that the hair styles it’s promoting are drawn from black culture.
The campaign shows Moss wearing braces and a gray sweatshirt with The Braid Bar logo, her hair styled in multiple braids with colorful purple extensions.
Following the social media criticism, the Braid Bar issued a statement on its web site apologizing for its lack of cultural sensitivity and expressing its commitment to changing its approach and refreshing its ideas.
“It has come to our attention that we have not given enough consideration to the cultures that we have drawn from in creating The Braid Bar, particularly black culture. Having been naive, our eyes are now open to issues that we were not so aware of when we first started,” the statement said.
“The Braid Bar is a welcoming and fun place

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Prabal Gurung: Partnership With Selfridges Extends Past Fashion

Prabal Gurung is making his debut in the London retail scene.
The New York-based designer has partnered with Selfridges, which launched the brand’s spring 2017 collection earlier this month, and was in town to celebrate the launch with an intimate dinner cohosted by Tank magazine’s Caroline Issa.
Gurung said he found the perfect partner in Selfridges, not only because of the high caliber of the store but also because its buying team stood behind the political message he has been trying to communicate with his latest collection.
“The store is very dear to me and home to many great designers, but it was also very important that they were supportive of the message I want to pass with my collections and the values of my brand. We live in really unsettling times and this isn’t something that you can do alone,” the designer said.

Sophie Pera, Prabal Gurung and Eugenie Niarchos. 
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Gurung, a vocal supporter of Hillary Clinton’s campaign, weaved in messages about women and diversity during his latest runway show, with plus-size models on the runway and a finale walk with models wearing T-shirts that featured slogans like “I am an immigrant” or “My boyfriend is a feminist.” The British department store bought

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Linda Farrow Launches Selfridges Pop-up

GOLD TOUCH: In time for the holiday season, Linda Farrow is extending its presence in Selfridges with a new pop-up space, located on the department store’s accessories department, on the ground floor.
The space, which spans 269 square feet, was created by design agency Sheridan & Co. and features brushed gold displays upholstered in taupe suede fabric, capturing the brand’s flair for unabashed luxury. It’s located near the department store’s Duke Street entrance, next to shops-in-shops by Givenchy and Miu Miu.
The eyewear brand has always had a prominent presence in Selfridges, with previous store-in-store concepts located in the eyewear section, as well as in the women’s luxury ready-to-wear department on the second floor, next to the likes of Chanel and Céline.
“This is a milestone for Linda Farrow, to launch this space during such a key commercial time of the year and to be standing side by side with some of the top luxury brands,” said Simon Jablon, founder and managing director at Linda Farrow.
Both men’s and women’s optical and sun collections will be carried in the new pop-up, the focus being on the brand’s signature metallic shades crafted with gold-plated titanium, which have the highest sell-throughs in the department store.
Prices range

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Anya Hindmarch to Take Over Selfridges’ Car Park

HINDMARCH’S HAUTE HIGHWAY: Anya Hindmarch is set to bring her collection to life at London’s Selfridges by transforming the store’s 16,000-square-foot car park into a stylish gas station.
RELATED STORY: Anya Hindmarch RTW Fall 2015 >>
Launching Sept. 11, the installation will take its cues from Hindmarch’s fall collection, which played with the graphic signage and reflective surfaces of British motorways. For the Selfridges project, Hindmarch has specifically taken the M25 — the motorway that encircles London — as her inspiration. But the designer will offer a luxe take on the workaday highway. She’ll kit out the car park with black carpet printed with chevron stripes, install a car wash-themed photo booth and a kiosk selling air fresheners and bumper stickers, as well as a snack bar serving up British candy bars, among them KitKats and Yorkies.
The space will carry Hindmarch’s fall collection featuring the motorway motifs, along with her classic pieces, with styles such as the Ephson, Ebury and Bathurst handbags, along with the Imperial clutch. Prices in the Selfridges space will run from 40 pounds, or $ 62 at current exchange, for a bumper sticker through to 2,750 pounds, or $ 4,322, for an Ebury handbag in python. Of her starting point

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