Selfridges has recruited some of the UK’s most exciting emerging fashion talents as part of its Bright Young Things initiative, which launched for the first time last year. The menswear designers taking part in the project include Shaun Samson, Astrid Andersen, William Richard Green and Alex Mattsson, while womenswear is represented by Sorcha O’Raghallaigh, Adam Andrascik, Maarten van der Horst, Alice Lee and MASC.
The project aims to give each of the designers a new platform from which to showcase their work. The pop-up store (open now until the end of February) will house each of the label’s new S/S 12collections exclusively, as well as items designed especially for Selfridges.
“The idea is for each designer to grow and become a prominent part of London Fashion Week,” Alex Iancovici, the store’s contemporary buyer said. “We really wanted to support the designers at a young age and give them a little boost.”