Selfridges partners with Instagram to launch exclusive UK pop-up

Selfridges partners with Instagram to launch exclusive UK pop-up
The Instagram Edit at Selfridges' London flagship bring a curated edit of Instagram-first brands to the UK shop floor for the first time.
// Instagram & Selfridges team up for exclusive UK pop-up called The Instagram Edit
// The pop-up features a curated edit of fashion, jewellery, beauty & homeware brands built on Instagram
// Open December 5-15 at Selfridges London, and as well as shoppable on Instagram

Selfridges has partnered with Instagram to launch an exclusive UK pop-up that bring a curated edit of brands built on the social media platform to the shop floor for the first time.

Opening for a limited time between December 5-15, the pop-up – The Instagram Edit – will be located at The Designer Stuido on 3 section within Selfridges’ London flagship.

The pop-up will feature a curated edit of Instagram-first fashion, jewellery, beauty and homeware brands, essentially providing visitors with a real-life Shopping on Instagram experience.


There will be exclusive pieces available for the pop up which will be available to purchase via Shopping on Instagram or in-store.

“Brands have been a key part of the Instagram community since our launch — Instagram has always been a place to discover and be inspired by businesses of all sizes,” Instagram fashion director Eva Chen said.

“Today, 90 per cent of people follow a brand or business. The Instagram Edit @TheOfficialSelfridges brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”

Selfridges executive buying director Sebastian Manes said: “Instagram is a constant source of information for our Selfridges community, as a way to discover and connect with brands and also individuals from around the world, as well as acting as a barometer for what’s new and next in fashion, beauty and lifestyle.

“I’m proud that Selfridges will be the first UK retailer to partner with Instagram in this way, bringing together the best in physical and digital retail experience.

“We are excited to collaborate with Eva Chen and Instagram on a project which looks towards the future of integrated shopping while supporting young digital-first brands.”

Some of the brands on display at the pop-up include New York-based digital-first designers The Frankie Shop, gender-neutral ready-to-wear brand One DNA, party fashion brand Kim Shui, jewellers Ammé London and Mene, British homeware brands Atelier Stella and Hopscotch London, and organic skincare brand Tandem.

Passers-by on Oxford Street will also be able to discover The Instagram Edit through a digital window display where shoppers can take control and reveal all eight of the brands set to feature in the pop-up space in-store.

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