London’s most luxurious pop-up store opened its doors to eager customers at 51 Marylebone High Street last week.
The pop-up, brought to life by Fashion Re-Told, has launched for a second year to once again raise money for children’s charity NSPCC.
The retail space, which was donated by Howard de Walden Estates in the heart of Marylebone, has reimagined the everyday luxury boutique and offers the same experience as customers would expect to receive from Harrods.
The pop-up space was also designed and created by luxury department store Harrods.
The inspiration behind the design of the pop-up comes from an English summer garden.
The store features a floral entrance which was designed by luxury florist Flowerbx and scented by NSPCC supporter Jo Malone London.
Harrods staff and NSPCC volunteers are at hand to help customers in the store, which will offer selections from new and preloved designer brands for womenswear, menswear, childrenswear and accessories.
Premium labels such as Stella McCartney, Chloé, Calvin Klein, Diesel, and Ralph Lauren have donated items to the store.
“Luxury consumers are becoming increasingly aware of the impact of fast fashion, and more and more are looking to invest in quality pieces which will last them, turning to shopping vintage/sustainable pieces, or buying pieces from social enterprise brands,” a Harrods spokeswoman said.
“Fashion Re-told is not only a beautiful pop-up experience, it speaks to all three of these new ways of shopping – which really is the motivation behind launching the store.”
Events will also be held at the store, as well as talks and workshops for the public.
All funds collected by Fashion Re-Told will be sent to the NSPCC, which has been Harrods’ long-standing charity partner.
“Harrods is synonymous with luxury retail, and our employees are the industry leaders in designing and delivering the most luxurious shopping experiences for our customers,” Harrods managing director Michael Ward said.
“With Fashion Re-Told, our ambition is to change the public’s perception of charitable shopping by offering a Harrods-level of service, product range and shopping experience.
“We want Fashion Re-Told customers to leave not only knowing that they have raised money for a hugely important cause, but also having bought a luxury item and experienced a truly unique shopping experience.”
Last year, Fashion Re-Told raised over £110,000 for the NSPCC in Sloane Street, London.
NSPCC chief executive officer Peter Wanless said: “Following the success of last year’s Fashion Re-Told, we are really excited to be working with Harrods to launch London’s most luxurious charity pop-up for the second year in a row.
“They continue to show a real dedication and commitment to helping children in the capital.
“We know that in the average primary school class, at least two children have suffered abuse or neglect – something that is unacceptable.
“The funds raised by Fashion Re-Told and our ongoing partnership with Harrods will help to provide vital support for children, so they don’t have to face abuse alone,” he said.
Fashion Re-Told is open for visitors until June 2 at 51 Marylebone High Street, London.