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Selfridges creates exclusive looks for Women Designer Galleries in London


February 24, 2012/11.13

A Lucire special promotion

When Alannah Weston was appointed creative director at Selfridges, there were cries of nepotism—her father owns the group. However, she’s more than redeemed herself since her appointment, and can rightly be credited as the brains behind numerous Selfridges promotions and exhibits.
   The latest one continues Weston’s vision and takes the London store into the 2010s. Selfridges Women Designer Galleries are a space with a digital art gallery and state-of-the-art fitting rooms with cameras, that allow customers to take a picture or video of themselves, so they can compare the outfits they’ve tried on.
   To go even further, customers can even email the images to themselves or to friends for their feedback.
   The art gallery, meanwhile, features work from digital artist Daniel Brown. There is constantly changing art to keep the Galleries feeling vibrant.
   Sebastian Manes, director of women’s clothing, has chosen a range of designers that will appear in the Galleries. There are eight dedicated boutiques from Chanel, Prada, Lanvin, Céline, Alexander McQueen, Balenciaga, Givenchy and Dries van Noten. Selfridges then chose Haider Ackermann, Rick Owens, Maison Martin Margiela, Comme des Garçons, Junya Watanabe, Play, Sacai, Ann Demeulemeester, A. F. Vandervorst and Gareth Pugh to play off the eight.
   The looks that Weston and Manes have put together will be available exclusively at Selfridges and
   The Galleries have been designed by Jamie Fobert Architects, with 10 different types of marble on the floor. Fobert says that customers can expect a feminine, graceful and strong feeling from the private environment, which makes use of natural light.
   The final collaborator in the Women Designer Galleries is Tanya Ling, who created a series of illustrations to preview the store.
   Selfridges Women Designer Galleries opened in time for London Fashion Week, with further phases later this year and in 2013.

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