In Pictures: Farm Rio’s exclusive new Selfridges pop-up
Brazilian womenswear brand Farm Rio, which last week opened its third London store at 1 Carnaby Street, has now unveiled a 732 sq ft pop-up on the third floor of Selfridges - set to run until 20 June 2025.
It has been created in collaboration with the Brazil-based design studio Estúdio Campana and highlights Brazilian heritage and the brand’s commitment to nature, as well as "the transformative power of art".
Farm Rio is now also occupying two main entrance windows of Selfridges as well as four additional secondary displays in-store. Those areas have been transformed into art installations and include handmade wicker items. Wicker is widely popular in Brazilian furniture design.
The new pop-up is showcasing Farm Rio’s SS25 collection, including a variety of sundresses, graphic t-shirts, tailored minis and matching sets, as well as shoes and bags.
Additionally, the ‘Tropical Maximalism’ capsule collection – featuring toucan, pineapple and banana leaf prints - has taken over the window displays.
At the heart of the collaboration with Estúdio Campana is a ‘Living Nature’ theme, described as "a concept that intertwines many layers of meaning". For Farm Rio's Creative Director, Kátia Barros, it represents the realisation of a long-held dream to have a tree inside one of the brand’s stores.
Estúdio Campana co-founder, Humberto Campana, has been actively involved in reforestation initiatives for many years, a commitment shared by Farm Rio which in 2024 celebrated 1.5 million trees planted across six Brazilian biomes through the 1,000 Trees a Day, Every Day project.
The pop-up further enhances Farm Rio’s presence in London, having opened its first UK store at 86 King’s Road in Chelsea in January 2024, and its second at 26 Marylebone High Street in November.
