Machine-A and Smets take over Selfridges corner store for fashion month – WWD

Machine-A and Smets take over Selfridges corner store for fashion month – WWD

Machine-A and Smets take over Selfridges corner store for fashion month – WWD

Selfridges is in good company this September, as London-based Machine-A concept store and Brussels-based multi-brand retailer Smets are taking over the Corner Shop at the Oxford Street flagship store in London to showcase the power of physical retail and fashion designer. .

The four-week & Good Company pop-up opening on Monday will feature a range of items from emerging designers, exclusive drops and pieces from Selfridges’ sustainability-focused projects Project Earth and Reselfridges.

The selection is curated by the Selfridges team, as well as by Stavros Karelis and Pascaline Smets, founders of Machine-A and Smets respectively.

Machine-A will bring about 22 brands to the pop-up, 16 of which will be new to Selfridges, as well as a vintage modification under the Machine-B concept, which is an ongoing collaboration between Machine-A and vintage brand Byronesque.

The Tomorrow-owned store will also launch its first merchandise collection to celebrate the opening of Machine-A Shanghai later this month.

Featuring graphics designed by Paul Hetherington, who reinvented the Machine-A logo in four styles, plus quotes from Raf Simons, Matthew Williams, Martine Rose and Coperni sharing the reasons they love Machine-A, the limited series of T-shirt will be available in The Corner Shop, as well as in Machine-A Shanghai.

Machine-A’s first merch collection in collaboration with Raf Simons, Matthew Williams, Martine Rose and Coperni

Smets will bring three emerging Belgian designers – Valentine Witmeur Lab, Leo and Arte Antwerp – to Selfridges for the first time and will offer a selection of design pieces, including sculptures, candles and books, as well as an archival modification of 27 pieces of Alaïa jewels and prêt-à-porter garments from the brand’s spring and autumn 2017 collections.

Sebastian Manes, purchasing and merchandising director at Central Group and Signa Selfridges-owned retailer, said the & Good Company project is about “sharing inspiration and creativity from some of the best independent multi-brand stores globally.”

“We are fascinated by the curatorship and the way these founders approached fashion; they both have such unique ways that we wanted to give them a platform to express it further. We are delighted to support their businesses by offering them our best collaborative retail platform, The Corner Shop, ”she added.

Karelis said the collaboration with Selfridges is a pivotal moment for Machine-A as it marks “the first time retailers in London have decided to join forces and their communities in such a dynamic way, during a month in which London celebrates the best of design talent. “

Smets added that his eponymous shop “is not just about fashion, but we have also curated an offer of artwork by photographer Julien Boudet along with design pieces from Gufram’s Le Cactus Bleu. We hope Selfridges customers get a glimpse of our spirit. “

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