Selfridges opens Fashion East pop up as platform for key emerging labels

Fashion East, the non-profit initiative that supports young fashion designers at the beginning of their career, has teamed up with luxury powerhouse Selfridges to open a one-stop pop-up shop at the department store’s Oxford Street flagship.


The store gives Fashion East designers the opportunity to reach a wide audience of consumers - Photo: Selfridges

Situated in the Designer Studio, the store features clothes, gifts and quirky collectibles from Fashion East’s current line-up of designers and some of its ground-breaking alumni, including Craig Green, Ashley Williams, Charles Jeffrey, Richard Malone, Caitlin Price, Mimi Wade, Matty Bovan, Rottingdean Bazaar, Per Gotesson, Art School and Christopher Shannon, as well as Fashion East’s first own merch outing.

Since its inception in 2000, the platform has supported some of the UK’s most talented designers through the difficult early stages of their career. The alumni includes fashion designers such as Simone Rocha, Roksanda Ilincic, Marques Almeida, Gareth Pugh, Kim Jones, Jonathan Saunders, Grace Wales Bonner, Craig Green and J.W. Anderson.

“It’s a massive buzz and privilege to be calling Selfridges home for a few months!,” says Fashion East founder and director Luly Kennedy. “You only have to walk around the fashion floors of Selfridges to see the amazing success and influence of Fashion East.”


Designer clothes, gifts and quirky creations are available at the pop up store in the Designer Studio - Photo: Selfridges

“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,” added Selfridges buying director 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,” added Selfridges buying director Manes.

The Fashion East pop up store at Selfridges will run until the end of March.

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