The windows of Selfridges are always a visual feast, but the store has set its sights sky-high with its next project, “The Masters.” This collaborative extravaganza of 12 of the most highly-renowned designers with a “specific master craft or handwriting” will be on display at the flagship store in London, launching this Thursday.
This exciting project will see each designer create a capsule range or exclusive piece for Selfridges and provides an opportunity for them to take over and curate their own window for the beautiful Oxford Street store — and it doesn’t stop there. Vertu, in association with SHOWstudio, has also created some beautiful, if a little haunting, fashion films for each of the masters. Selfridges has even teamed up with Everyman to put a cinema inside the store. The company gave everyone a little sneak peek of the films via Instragram.
So, who are the masters?
Well, the list is broken down into a kind of swanky, Reservoir Dogs style lineup declaring 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 and Yohji Yamamoto, The Master of Defiance.
So as lineups go, it’s not a bad one, guaranteed to provoke a reaction for sure with the likes of Gaultier and Browne curating the windows of the store.
The award for most Instagrammable feature definitely goes to the 25-foot statue of Owens that will be exhibited above the store’s canopy as part of the tribute marking the label’s 20 years in existence.