Browns has teamed up with a host of leading designers to create a range of gift wrap this season, the proceeds from which will be donated to charity, and has also unveiled its contemporary Christmas windows.
JW Anderson, Erdem, Sophia Webster, Emilia Wickstead and Off White have each designed a sheet of the gift wrap which will be sold in-store as single sheets and can also be used as part of the South Molton Street store’s gift wrapping service. All the proceeds from sales will go to charity for the homeless Shelter.
“Building on the theme of change, elements incorporated into this window scheme seek to bring to mind notions of transformation and advancement. Just like natural selection, fashion culture is a result of change – societal change, identity change, and most importantly, technological change,” the company said.
Browns itself has undergone a transformation since its acquisition by luxury online platform Farfetch in 2015. It recently unveiled new branding and a new website in a project spearheaded by managing director Holli Rogers, who joined from Net-A-Porter.com last year. Former Vogue creative director Robin Derrick collaborated with Rogers on the project.