Instagram and Selfridges open exclusive pop-up in London
Instagram is helping bring a host of online-only brands to real life in a new partnership with British high-end department store Selfridges.
This is the first time the social media app owned by Facebook has partnered with a UK retailer.
Housed at the Designer Studio within Selfridges’ Oxford Street store, the pop-up show invites Britons and tourists to discover eight digital-first brands.
Spanning fashion, beauty, jewellery, and homeware, the brands have all used Instagram to reach new customers and gain visibility.
They include New York designer The Frankie Shop, gender-neutral One DNA, and ready-to-wear brand Kim Shui, as well as jewellery labels Ammé London and Mene. Atelier Stella and Hopscotch London provide a selection of homeware products and Tandem completes the line-up with skincare.
All brands have created exclusive items for the pop-up store, which will be open from 5-15 December on level three.
Selfridges’ Instagram account will also feature an edit for those who cannot visit the store.
The department store is set on defending its crown as one of Britain’s top fashion retailers by embracing nearly every trend under the sun. In addition to hosting pop-ups with resale brands Vestiaire Collective and Depop, CBD start-up Grass & Co. and beauty queen Pat McGrath, the London store has built a permanent cinema and skate bowl.
Last year, the retailer also expanded its Body Studio to introduce more brands and meet growing demand for activewear products.
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