Tuesday, 28 May 2013

Denim Heaven! - Selfridges Launches 'The Denim Studio'

All Images © Selfridges

For lovers of denim, all your denim dreams have just come true!

Selfridges are to launch their biggest ever womenswear investment project, The Denim Studio, which sees the largest dedicated denim department in the entire world, and it's in London, hurrah for us! (and Selfridges).

Citizens of Humanity 'Dylan-Drama'
Hudson 'Zebra Ivy Nico'

The first of its kind, the department will be a one-stop shopping space for women to find the perfect pair of jeans, meaning no more dragging your poor pins up and down the high street searching for your dream pair. The shopping experience will feature 11,000 pairs of jeans by designers and brands including Paige, Citizens Of Humanity, Stella McCartney, Current/Elliott, Victoria Beckham, Alexander McQueen and Primark, who will be stocked for the first time outside of its own stores - the space will also boast J Brand's first UK flagship boutique. 
A Fit Studio will provide a dedicated personal shopping experience; a Denim Tailor will be on hand for alterations; a unique self service checkout transforms the way we shop for fashion and The Platform will showcase collaborations and exclusive brand launches. My favourite element has to be the digital 'jeanius' bar though, which is a jeanius name in itself!

Denim Lovers, a two-month, store-wide celebration of denim, denim and more denim! will launch on 24 June to mark the Denim Studio's arrival.


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