1. Previous
  2. Next

@theofficialselfridges : Do It For The Gram

Get ready to double-tap: Instagram is taking up residency here at Selfridges. From 5-15 December, you’ll be able to shop The Instagram Edit – eight digital-first ‘Insta-famous’ brands, hand-picked by Instagram Fashion Director Eva Chen – exclusively with us @TheOfficialSelfridges, online and in store at Oxford Street, London. Scroll down to find out who they are…

Shop The Instagram Edit

@thefrankieshop

The perfect oversized blazer? Yep. The ideal trench? Yep. The dream jumpsuit? Yep, that too. Fashion editors and influencers are a little bit obsessed with this New York-based label, known for reinventing classics in the coolest possible way. Producing in limited runs and foregoing the traditional seasonal calendar, The Frankie Shop creates clothes that will be in your wardrobe for the long term. #relationshipgoals

@mene

Named after the ancient Aramaic word for money, Mene creates timeless 24-carat gold jewellery – the company trademarked the phrase ‘investment jewellery’, after all – and sells it by gram weight. So, prices fluctuate, often several times a day, to match the prevailing market rates. Jewellery that’s worth its weight in gold? Count us in.

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 that looks towards the future of integrated shopping while supporting young digital-first brands.

– Sebastian Manes, Selfridges’ Executive Buying and Merchandising Director

@ammelondon

When Kylie Minogue wears your jewellery before it’s even launched, you know you’re onto a good thing. Entirely handmade, Ammé London walks that ever-so-tricky tightrope between being super-romantic and sentimental (fine chains and delicate engravings) and super-cool and edgy (organic finishes and oversized shapes). As Kylie herself once sang, “It was love at first sight.”

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. 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…

– Eva Chen, Fashion Director, Instagram

@atelierstellaceramics

Proof that you can turn your hobby into a career, Atelier Stella was launched in 2012 by former children’s book illustrator Stella Baggott, after she spent four years attending ceramic evening classes. This Brighton-based studio produces mid-century-inspired vases, planters and homeware with a modern, distinctly upbeat feel – note the little smiling faces with adorably long noses that adorn each piece. Don’t know about you, but we feel a #shelfie coming on.

@onedna.earth

Inclusivity is at the core of One DNA – a gender-neutral label from NYC founded by Simon Black and Travis Weaver. Its boxy blazers, high-waisted trousers and prairie dresses are all about encouraging you to express your style and choose what you want to wear – without having to be told that, because of your sexual characteristics, you have to shop in a certain category. The future is fluid.

@kimshuistudio

When no other word than ‘sexy’ will do: Kim Shui is your go-to for seriously statement-making tops, dresses and skirts. Shui – a Central Saint Martins graduate – cut her teeth at avant-garde brands threeASFOUR and Christian Siriano before setting up her own label, which fuses her Italian-Chinese background with her life in America to create a mash-up of print and texture. She’s fresh off the back of a fashion week debut in New York, where Kylie Jenner was sat on the front row. Need we say more?

It’s an absolute honour to be featured in the UK’s most iconic shopping destination over the festive period. The Instagram Edit is a huge stepping stone for us as a brand and brings us to a UK store for the very first time – we can’t wait to meet our UK customers.

– Kim Shui

@tandem_skincare

Less really is more with Tandem’s skincare range. Working on the principle that looking after your skin could be simpler, kinder on your bank balance and nicer on the environment, Tandem creates multi-functioning heroes packed with natural and organic active ingredients to streamline your skincare routine without depriving your skin of anything it needs. Decluttering your bathroom shelf has never been easier.

@hopscotchlondon

And no #shelfie would be complete without a flickering candle in the background. Enter Hopscotch. Its vegan soy candles are made by hand in small batches at the brand’s east London studio, with evocative scents such as Amber and Sandalwood, Fig and Melon, and Eucalyptus and Mint. Smell you later.

Shop The Instagram Edit

The Instagram Edit, Selfridges Oxford Street, London

As well as the shoppable space in the Women’s Designer Studio on 3 – complete with in-store exclusives and a revolving Instagram-inspired central cube (obviously) – Selfridges Oxford Street, London will showcase a digital window display, curated by renowned 3D artist, Antoni Tudisco. Passers-by will be able to take control of an interactive iridescent crystal to reveal all eight of our Insta brands. What are you waiting for?