There are some exciting things going on at Selfridges right now and they are all in the name of denim. Destination Denim is a series of in-store events taking place over the next few days to promote their vast collection of denim products. There will be exclusive product launches, appearances from designers and style advice available to all visitors until 9th September.
I was invited over by the Selfridges PR team to join them for breakfast and learn more about what they have coming up for their visiting customers. It took place at 8.30am in the morning – a full hour before the store was due to open its doors to the public for business, and I almost felt like a child inside a giant candy store because it was empty and I was free to roam around! I secretly wanted to run around and try on everything. Can you imagine doing that? In a department store the size of Selfridges? Chanel, Christian Loubouti, Louis Vuitton, Tom Ford, Prada? How about Burberry?! It’s one of my ultimate fantasies.
One of the ladies who work there greeted me with a lovely smile as I stepped out of the lift and kept me company as we walked towards the denim section on the first floor. This is where I met Selfridges’ lovely fashion Press Officer, Sophie and Press Assistant Danny, and they filled me in on everything I needed to know about the Destination Denim project.
Did you know that Selfridges has the largest denim wall in Europe? With 35 brands to choose from in womenswear, and 65 brands in menswear, the entire collections of jeans is seriously HUGE.
On the menswear floor, I met London artists Su Huntley and Donna Muir who were busy customising a pair of jeans and a denim shirt, painting their art work. It was brilliant fun.
Upstairs on the the womenswear floor, there was a yoga class taking place demonstrating the flexibility and comfort of wearing Lee Jean’s stretch jeans. I personally wear stretchy jeans most of the time as they are super comfortable, particularly for skinny jeans, and you can easily wear them all day without wishing you could slip your legs into something else.
I met fashion designer Mary Benson who was customising the ladies’ denim products using holographic pieces. She is originally from Leeds and has worked with Alexander McQueen and Richard Nicoll! When I got home and looked up her work, I was blown away by her holographic creations. They excited me as I love anything that is unconventional and a bit original. I ended up wishing I had bought the shirt shown below!
SLIDESHOW AND GALLERY BELOW:
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Over the next few days there will be many more denim events taking place at Selfridges, all well worth visiting (I am certainly planning to go to a few more). Here is a schedule of events:
| WOMEN Style workshop with Citizens of Humanity THURS 30 AUGUST | 1PM – 7PM, WOMEN’S DENIM ON 3 Citizens of Humanity Vice-President Shelley Barham will be over from LA to give her insider style advice and top denim tips to you. Receive a Citizens of Humanity t-shirt with every pair of jeans and look out for delicious denim-themed cupcakes being handed out throughout the day. |
| MEN Distress your denim with Denham THURS 30 AUG – SUN 2 SEP| 10AM – 10PM, MEN’S DENIM ON 1 Meet the Denham experts in store, helping you find a truly personalised pair of jeans. Take a pair of virgin denim and use sanding blocks to create a unique pair of distressed denim. |
| WOMEN Win a pair of All Saints jeans THURS 30 AUG – SUN 2 SEP| 10AM – 10PM, WOMEN’S STREET ON G Here’s your chance to win a pair of All Saints Jeans. Enter the prize draw when you make any All Saints purchase. Terms Apply. |
| WOMEN Get the vintage America look with Current Elliott FRI 31 AUGUST | 1PM – 6PM, WOMEN’S DENIM ON 3 Join the Current Elliott specialists as they host a styling workshop you to help you create the vintage America look. What’s more, you’ll receive a complimentary gift when you purchase an item from the Current Elliott collection, while stocks last. |
| WOMEN Paige denim workshop with Paige Adams-Geller and Vogue SAT 1 SEPTEMBER | 2PM – 5PM, WOMEN’S DENIM ON 3 Join Paige Adams-Geller, Creative Director of Paige Denim and British Vogue Fashion Features Editor Sarah Harris as they host a styling workshop. Enjoy an exclusive complimentary gift when you purchase an item from the Paige Denim collection. |
| WOMEN Experience the Lee Stretch Jeans with a yoga class SUN 2 – WED 5 SEPTEMBER| 12 – 5PM, WOMEN’S DENIM ON 3 Explore new realms of denim flexibility with the new Lee Stretch Jeans and join in with the Lee yoga classes. For an extra health kick, get refreshed with a complimentary Innocent Smoothie. |
| MEN Visit the Levi’s tailor for custom jeans THURS 6 – SUN 9 SEPTEMBER | 10AM – 10PM, MEN’S DENIM ON 1 Give your jeans to the expert Levi’s tailor for a complete custom look. You will be able to choose from a menu of alterations for the ultimate bespoke fit and finish. |
| MEN Find the perfect fit with Armani Jeans FRI 7 – SUN 9 SEPTEMBER | 10AM – 10PM, MEN’S DENIM ON 1 Meet the team from Armani Jeans who are on hand to help you find the perfect fit. What’s more, you’ll receive a complimentary iPad case when you purchase an item from the Armani Jean collection, while stocks last. |
| WOMEN Meet Oscar Adames from J Brand SAT 8 SEPTEMBER | 1PM – 5PM, WOMEN’S DENIM ON 3 J Brand will be celebrating Destination Denim by flying over the charismatic New York based denim expert Oscar Adames. Oscar will be in store offering his words of wisdom and helping you get the perfect fit with J Brand. |
There is also a series of events taking place at the branches in Manchester and Birmingham.
Don’t miss out! Go and have some fun. If you need more details, they can be found on Selfridges’ Destination Denim micro-site.
