Marine Serre opens regeneration atelier at Selfridges Corner Shop

By

Sandra Halliday

Published
Apr 19, 2023

The latest arrival in the prime piece of Oxford Street, London, real estate — Selfridges’ Corner Shop — is Marine Serre, with the hot brand opening its first-ever pop-up there until 17 May.

The Corner Shop has been “transformed into an atelier, with customisation workshops, exclusive pieces and regenerated couture”.

The celebrity favourite brand is a pioneer of regenerated fashion – and was named as a leader for environmental change at the British Fashion Awards – and that chimes well with the Selfridges commitment to sustainability.

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The retailer said that the designer “has set the standard for building a sustainably-minded global brand that everyone wants to wear”.

Best known for her moon prints, Serre is also increasingly recognised for her eco focus with around 50% of her collections composed of upcycled products and the other half made from innovative fabrics such as biodegradable yarns and recycled fibres. 

The pop-up at Selfridges is being called a “regeneration atelier” and is decorated with vintage furniture upholstered with those signature crescent moons.

It will host a series of customisation workshops, an array of exclusive Marine Serre pieces from her State of Soul SS23 collection and two couture styles, which customers can have made to measure. 

Serre said of all this: “In designing the Corner Shop installation, I wanted visitors to have the opportunity to explore how we place the Marine Serre house holistically within the environment. We are excited to collaborate on new possibilities for the future. To love is to repair.”

Visitors will be able to watch a one-off Marine Serre upcycled tee being made and shoppers can bring their own T-shirt along to be upcycled or choose one made from a selection of vintage tees sourced from France and the UK.

There will also be a celebration of the launch of the first Marine Serre trainers, exclusively at the store. Each person who purchases a pair will be invited to use the soles to print their own custom Marine Serre T-shirt.

And in May there will be a screen print workshop with visitors able to bring their own garments to Selfridges to be printed with the brand’s signature moons, or shop a Marine Serre item to be printed.