Selfridges has partnered with Instagram on a pop-up shop that will showcase some of the brands built on the social media platform.
The Instagram Edit @TheOfficialSelfridges will be staged at the luxury department store’s Oxford Street store from 5-15 December within the Designer Studio on Floor 3.
It will feature an edit of Instagram-first fashion, jewellery, beauty and homeware brands, including exclusive pieces created for the pop-up which will be available to purchase on Instagram or in-store.
Brands showcased include digital-first designers The Frankie Shop, gender-neutral ready-to-wear brand One DNA, party fashion brand Kim Shui, jewellers Ammé London and Mene, British homeware brands Atelier Stella and Hopscotch London, and organic skincare brand Tandem.
Selfridges executive buying director Sebastian Manes said: “Instagram is a constant source of information for our Selfridges community, as a way to discover and connect with brands and also individuals from around the world, as well as acting as a barometer for what’s new and next in fashion, beauty and lifestyle.
“I’m proud that Selfridges will be the first UK retailer to partner with Instagram in this way, bringing together the best in physical and digital retail experience,” he said.
Instagram fashion director Eva Chen added: “Brands have been a key part of the Instagram community since our launch — Instagram has always been a place to discover and be inspired by businesses of all sizes.
“Today, 90 per cent of people follow a brand or business. The Instagram Edit @TheOfficialSelfridges brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”
Selfridges is building a reputation for bringing digital brands to life in a physical form. It recently hosted a pop-up with young fashion resale app Depop and is currently staging a year-long installation with luxury resale site Vestiaire Collective.