Balenciaga launches Track line in exclusive deal with Selfridges Corner Shop

By

Sandra Halliday

Published
Sep 7, 2018

Selfridges has scored an undeniably compelling worldwide exclusive and has also continued the reputation of its Corner Shop as one of the most interesting retail destinations in London.

The luxury giant department store has launched Balenciaga Track, the sneaker that was previewed in the Kering-owned brand’s AW18 runway show, as part of a Balenciaga Corner Shop takeover that started this week and runs until September 23. That means that it will be running during London Fashion Week and will be bound to attract plenty of attention during that event.

It seems that brands are falling over themselves to have a presence in the Corner Shop and that's no surprise as it’s certainly a quirky point of interest in what can at times seem like a ‘same old, same old’ look in many Oxford Street stores.

Ads

Balenciaga has added to the interest with new artworks by Mark Jenkins and a unique installation that could make it of interest even to non-Balenciaga fans. He has created 18 male and female statues in various poses/body shapes/sizes. They're wearing the sneakers as well as the apparel items that are also an exclusive part of the collection. 

The Balenciaga Track sneaker has launched in four colours, layering high performance elements of hiking and running gear, with a design that’s “multi-faceted in both appearance and function.”

Selfridges and Balenciaga generated interest prior to the launch with the dedicated site balenciagatrack.com allowing customers to pre-select items from the collection for women and men in limited quantities and book a time to attend the brand launch. As of this week though, customers can no longer pre-select items, only time slots. 

Registration is definitely required to access the event, a method that both avoids the boisterous queues that can be seen at streetwear launch events, but also creates an extra air of exclusivity for the sneakers that retail at £550.