Erdem launches pop-up installation at Selfridges in collaboration with British artist
Erdem has launched a pop-up installation in the second floor atrium at Selfridges in London, set to run until mid-September.
The installation explores the inspiration behind the brand's AW25 collection and has been created in collaboration with British contemporary artist, Kaye Donachie.
Erdem’s "language of poetic and modern femininity", and Donachie’s "dreamlike painterly style" shape the atmosphere of the space.
Large-scale printed panels feature Donachie’s expressive artwork, including reimagined portraits of Erdem Moralıoğlu’s mother.
Erdem Moralıoğlu is the founder and Creative Director of his eponymous London-based fashion label Erdem, which he established in 2005.
Plinths are delicately wrapped in details of Donachie’s abstract paintings which become sculptural displays for encased jewellery and Erdem’s ‘Bloom’ bag, which is available for the first time at Selfridges.
The space is described as "presenting a visual dialogue between fashion and art", highlighting a curated selection of ready-to-wear and accessories from Erdem’s pre-fall 2025 and AW25 collections.
It comes ahead of Erdem’s highly anticipated SS26 runway show at London Fashion Week on 21 September 2025.
