'The Masters', Selfridges

This autumn the Selfridges windows reflect their major creative project, 'The Masters' - "an exploration of the originators, pioneers and provocateurs that shape the fashion landscape".

The latest campaign celebrates 12 of fashion's most accomplished designers through exclusive archival pieces to bespoke fashion films. The film aspect is represented through use of retro film cameras as props in every window.

A cinematic thread ties the Masters' worlds together and are inspired by a film narrative or genre, from sci-if to film noir.

Each Master has created a signature piece or capsule collection that embodies their definitive aesthetic exclusively for Selfridges. Shop the exclusive collection now

The full list of celebrated visionaries as listed on www.selfridges.com are:

Azzedine Alaïa, The Master of Architecture

Dries Van Noten, The Master of the Eclectic
Jean Paul Gaultier, The Master of Expression
Jun Takahashi of Undercover, The Master of Subversion
Marc Jacobs, The Master of Mood
Oscar de la Renta, The Master of Elegance
Paul Smith, The Master of Inspiration
Rick Owens, The Master of the Elements
Roberto Cavalli, The Master of Glamour
Thom Browne, The Master of Showmanship
Stella McCartney, The Master of Modernity
Yohji Yamamoto, The Master of Defiance

 

Supermarket Sweep Turns Supermarket Chic

Chanel's AW 2014 fashion show saw Paris' Grand Palais turned into the world's glitziest supermarket complete with 500 Chanel-branded products in packaging designed specially for the show.

Models strutted through aisles pushing trolleys and carrying leather and good chain handled shopping baskets, emblazoned with the double C logo.

Debenhams took this idea but made it their own through use of striking colour blocking.

Escalators are lined with mannequins and supermarket props, grouped by the key trend colours of AW 2014.

Pastel

Berry

Winter Blues

What makes these displays so effective is that they can be shopped and invite the customer to interact with the display.

Furthermore, they pull together concession brands and own brands to encourage customers to explore collections they may not be familiar with, without having to traipse the entire shop floor.

Shop windows continue the colour blocking by stacking faux supermarket foods from floor to ceiling to create an impactful backdrop (e.g. Green: garden peas, gherkins, bay leaves and pesto). Mannequins are fitted in matching coloured wigs and dressed in garments tying into the colour theme.