‘Selfridges’ first AW15 fashion scheme will consider STRENGTH – and its connotations of potency and endurance. Through STRENGTH, Selfridges will seek to illustrate that Luxury is not more, but a potent less. It is about all, and nothing. It is a lifestyle that is reduced, but more concentrated.‘
When Selfridges do a campaign, they do it so well and Strength at Selfridges explores fashion and the materiality, techniques, ideas and fabrications. The focus of the project will be the strength of the design and the strength of character and will be displayed in store and online. Launched at Manchester International Festival this month, Strength at Selfridges will be continuing on into August through different fashion activities. With an exclusive collaboration with MIF, the three minute film Strength has been created and directed by Ruth Hogben and stars Marie Agnes Gillot and Travis Clausen Knight. The film has been showing as an art installation at Exchange Sq and Oxford Street, and you can watch the full film here.
As part of the Strength at Selfridges project, Selfridges have unveiled a £3 million masterplan on their designer womenswear floor. Featuring new boutiques from Valentino, Givency and Jimmy Choo, they sit next to existing boutiques from Alaia, Celine and Balenciaga. The entire womenswear floor offers a world of designers in a luxury setting. Jane Sharrocks, General Manager of Selfridges Exchange Square, said: “We couldn’t be more pleased with the look and feel of womenswear here at Exchange Square. As a business, we’ve invested three million pounds into womenswear to create an international fashion destination. The mix of boutique concepts alongside a carefully selected edit of contemporary
and luxury womenswear and shoe brands from around the world – enhanced by unique Selfridges’ experiences – is first-class. I can’t wait see the reaction of our customers, both loyal and new.”
As well as having a huge makeover, Selfridges have also secured the exclusive rights for the largest Christian Louboutin boutique outside of London. The Louboutin boutique carries the entire range of ladies footwear and accessories, as well as the mens range and from the 1st August, the full beauty range will also be available.
Personal shopping has also had a revamp and a new 70 metre space has been created that can hold up to fifteen people. Perfect for bridal parties or special occasions, it will enhance the personal shopping experience. I’ve also heard that there is a brand new beauty personal shopping experience coming soon – follow Selfridges Beauty on Instagram for up to date and exclusive items.
With so much going on with Selfridges at the moment, I think it’s only fair that I test out the personal shopping experience and try on some Louboutins. I wonder what my credit card will say?!
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