Matilda Djerf brings Djerf Avenue back to London with Selfridges pop-up

Swedish fashion label Djerf Avenue, founded by content creator and entrepreneur Matilda Djerf, is returning to London for its second UK pop-up. The brand will take over space at Selfridges on Oxford Street from 17 November to 28 January 2026.

Following the success of its first London pop-up in Covent Garden last year, the new installation offers fans another opportunity to experience the Djerf Avenue world in person. Visitors will find a specially curated selection of the brand’s ready-to-wear clothing, including bestselling robes, classic tailored sets, new arrivals and seasonal favourites.

"This collaboration feels like a dream come true," said Matilda Djerf, Chief Creative Officer and co-founder of Djerf Avenue. "Our first pop-up in London was such a special experience, and I am so excited to create another magical moment for anyone interested in our brand."

The Selfridges pop-up marks Djerf Avenue’s fifth global pop-up, following successful stops in New York, Stockholm, Los Angeles, and London. It reflects the brand’s growing international community.

Founded in 2019 by Djerf and her partner Rasmus Johansson, Djerf Avenue has become known for timeless, minimalist ready-to-wear and has expanded into haircare and styling products through Djerf Avenue Beauty. The brand has built a loyal following worldwide, helped by Djerf’s influence on social media, including 2.7 million Instagram followers.

Last year’s Covent Garden pop-up celebrated Djerf Avenue’s fifth birthday and featured festive touches including Swedish bakery treats, hair styling stations with Dyson Beauty using Djerf Avenue products and weekend Essie manicures. While the Selfridges pop-up is not holiday-themed, it continues the emphasis on experiential retail to bring the brand's community together to experience it in person.

The timing of the pop-up is notable. It coincides with Selfridges’ own headline seasonal campaign, A Most Magical Christmas, launched in partnership with Disney. The London flagship, along with its Manchester and Birmingham stores, has been transformed with immersive experiences, exclusive collections and festive installations.

By placing Djerf Avenue’s installation within this broader retail moment, the brand is tapping into heightened foot-traffic and experiential energy at one of the UK’s most influential department-store destinations.