Never ones to perform idleness, it’s not a week since Selfridges introduced its 2017 follow up to the eco-aware Bright Young Things of 2016 – a new initiative exploring sustainable innovation called Material World – and the big yellow shop has today welcomed a second exciting project with the arrival of Fashion East to its shop floor.
The first retail venture proper from Lulu Kennedy’s emerging talent programme, this week through to late March sees Selfridges’ third floor Designer Studio play host to a hot pink pop-up from the east London team.
“It’s a massive buzz and privilege to be calling Selfridges home for a few months!” notes Kennedy of the opportunity, “We look forward to showing off our gorgeous alumni in such a brilliant fresh space.”
Alongside apparel pieces from the likes of Mimi Wade and Matty Bovan – both whom debuted SS17 under the Fashion East brolly back in September – limited edition posters by Ashley Williams and Claire Barrow make up the stock, likewise a new ‘Boys in Pain’ zine from MAN label Charles Jeffrey LOVERBOY, and phone cases boasting artwork from fashion week invites past and present.
Elsewhere a reissue from Kim Jones, who now heads up Louis Vuitton’s menswear, features amongst the line-up of special editions (Lulu and Natasha Booth both debuted theirs at Friday’s MAN show), and Louise Gray – class of AW08-SS09 – has helped shape the space’s DIY heavy aesthetic.
“Having a Fashion East Store in Selfridges where a real cross-section of the Fashion East family are represented feels like a natural thing to do,” says Buying Director, Sebastian Manes. “And more than that, we loved the idea of giving Lulu a space to make her own – I think the environment and line-up of specially commissioned products will give an insight into her creative process and into a network of brilliant friends who are shaping what British fashion means today.”
“You only have to walk around the fashion floors of Selfridges to see the amazing success and influence of Fashion East,” he continues. “In store for SS17 we have more than 20 Fashion East alumni and designers across menswear and womenswear – from new talent like Richard Malone through to Roksanda or Simone Rocha, who are some of our best performing RTW designers right now, or Craig Green who brings so much energy to men’s designerwear.”