In Pictures: Selfridges unveils FIFA 1904 World Cup pop-up featuring first-ever licensed fashion collection
Selfridges has well and truly got into the World Cup mood with the launch of a pop-up showcasing the first-ever official FIFA-licensed fashion collection, designed by Maison Kitsuné Creative Director Marcus Clayton.
The FIFA 1904 collection - so named because that was the year the international football federation was established - has been created in collaboration with VFILES, the New York-based youth culture and fashion platform founded by Julie Anne Quay, who is also a minority owner of Barnsley Football Club.
It is split into two distinct capsules: “Resort 2026”, described as “a considered edit merging timeless sportswear with contemporary streetwear” for both men and women, and “Rue Saint-Honoré”, which features elevated essentials that pay homage to FIFA’s founding address in Paris.
The Rue Saint-Honoré collection also features refined tailoring pieces, premium materials, and clean lines, “priced to democratise the luxury football aesthetic”.
In true Selfridges style, the dedicated space, which is set to run right up to and including World Cup final day on 19 July, offers far more than a traditional retail installation.
Alongside the new clothing range, the pop-up also features exclusive content from the FIFA Museum, bringing the history and cultural significance of the global game into the heart of one of London’s most iconic retail destinations, as well as a designated seating area with a large screen to show World Cup matches.
Julie Anne Quay said: “Football brings the world together. The moments we share through football empower us to see possibility and opportunity.”
“FIFA 1904 is an emotional brand built on that shared intention and Selfridges is the perfect home to bring it to life in London this summer, in a way that feels genuinely new.”
Prior to designer Marcus Clayton’s role at Maison Kitsuné, which he has held since December 2019, he was Design Director at LVMH’s Fenty (2018–2020), Creative Director at Golden Goose (2016–2018), Design Director for Womenswear at Givenchy (2015–2016), and Design Director for Womenswear at Alexander Wang (2011–2014).
