In the run up to London Fashion Week, Selfridges have recruited a selection of ‘Bright Young Things’ to dress up their windows and show the world what they’re worth.
From Grecian statues and golden birdcages to giant rabbits and inflatable boobs, the windows of Selfridges have always shocked, seduced and caught the eye. Season after season, the store’s luxury items, from fashion to food, are placed against stunning and innovative backdrops; past sets including kaleidoscopic patterns, psychedelic neon objects and far far away fairytale lands. Now the department store has decided to entrust their world-famous window displays to a fresh batch of hand-picked talent from London’s art and fashion fast set.
So far shoppers have gawped at designer and hair stylist Charlie Le Mindu’s fluorescent pink boudoir, complete with giant lipsticks and plenty of volume, and womenswear newbie Simone Rocha’s dishevelled, Francis Bacon-inspired work studio. This week, New Power Studio present a lot of loo roll and rustic mannequins while set-designer Rhea Thierstein creates gigantic hanging wasps and fashion designer Yang Du offers a large cartoon print of a lion with ‘television eyes.’ A selection of items seen in the windows are available to buy in limited edition pop-up stalls in store. i-D Online caught up with Selfridge’s windows and concept manager Sarah McCullough to find out how you window shop for a window display.
In the past, you’ve worked with many established names such as David LaChapelle and Bruce Weber. Why did you decide to work with lesser-known creatives for this project? We understand that in theses turbulent times it is more challenging than ever to launch a career in fashion. London is the creative capital of the world and London-based fashion creatives are regarded as the most maverick in the world. Those who dare to devote their working lives to their fashion practice are admirably brave and we wanted to find a way to salute them.
How did you choose the artists you’re working with? Creating a list of potential collaborators was easy. London is bursting at the seams with fashion talent; it’s a real hub of creativity. After much debate, the final 20 were selected from a shortlist of 50 incredible talents in a joint effort between the creative and buying teams here at Selfridges.
Which young designers and artists did you particularly enjoy working with? Alex Noble is an incredible talent; he is a painter, a costume designer for Lady Gaga and is about to launch a couture line. Rhea Theirstein is really making waves in the world of prop-making for editorial and her window is incredible. She could easily be the next Shona Heath or Andy Hillman. Simone Rocha just makes breath-taking clothes that we all really want to own. Charlie Le Mindu is brilliantly bonkers and really represents the fearlessness of the London fashion scene.
What’s currently inspiring you for your next display? We’re obsessed with all things bucolic in the Selfridges creative studio. This fascination with supernatural florals began in earnest at the spring/summer shows. The folks at Hel Yes, the Icelandic collective are doing wonderful things with the Slavic tradition of the woodland. The paintings of Hernan Bas have also been warming our hearts. We’ll be mixing up all these influences to create our next window scheme. It launches on March 4th so pop over to Selfridges and see it.
Bright Young Things will be on display until the end of the month.
