Friday, 5 July 2013

Selfridges Denim Studio

A couple of weeks ago, I popped into the Old Selfridges Hotel to witness a fashion first - the world's first co-created fashion campaign. Selfridges invited myself and 299 other fashionistas along to not only to watch the campaign being shot by Tom Craig, but to shoot and contribute to the campaign too. All eyes were on Jourdan Dunn and Rosie Tapner being shot in a live studio. The atmosphere was pretty electric, the whole concept was incredibly engaging and best of all, super fun. 



The shoot and campaign celebrated the launch of Selfridges' new Denim Studio. The biggest investment into one department ever, the Denim Studio features over 11.000 pairs of jeans from 60 different brands, making it a true haven for denim divas. As an ex denim aficionado  it's really impressive to see a department store really take denim seriously. Heritage brands such as Levi's and Lee sit alongside contemporary brands such as J Brand and Paige, a more than comprehensive collection which extends beyond the denim style du jour to offer something for everyone. The best part of the new department is the personal shopping and on-site tailoring service, meaning that you'll be guided to the perfect pair of jeans and they will fit like an absolute glove. What's not to love?!

Selfridges have collaborated some some incredible brands including Erdem and Richard Nicoll on some exclusive pieces. Here are my favourites: 

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