Machine-A and Emotions take over the corner store of self-surfing for fashion month – WWD

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Selfridges is in good company this September as London-based concept store Machine-A and the Brussels-based multi-brand retailer take over the corner store at the London department store’s Oxford Street flagship in a show of physical retail and designer power. Fashion.

The four-week pop-up and Good Company, which opens on Monday, will feature a range of new designers, special drops and Selfridges’ sustainability-focused projects Earth and Reselfridges.

The selection was selected by the Selfridges team as well as by Stavros Karelis and Pascaline Smets, founders of Machine-A and Smets.

Machine-A will bring some 22 brands to the pop-up, 16 of which will be new to Selfridges, as well as a vintage edit under the Machine-B concept, an ongoing collaboration between Machine-A and vintage brand Byronesque.

The Tomorrow-owned store will launch its first merchandise collection later this month to celebrate the opening of Machine-A Shanghai.

Featuring graphics designed by Paul Hetherington, which brings back the Machine-A logo in four styles – as well as quotes from Raf Simons, Matthew Williams, Martin Rose and Copernicus who share why they love Machine-A – the limited run of t-shirts. Available at Corner Shop, also at Machine-A Shanghai.

Machine-A’s first merchandise collection in collaboration with Raf Simons, Matthew Williams, Martin Rose and Copernicus

Smets brings three emerging Belgian designers – Valentine Whitmer Lab, Leo and Arte Antwerp – to Selfridges for the first time and offers a selection of designer items including sculpture, candles and books, as well as a 27-piece Alaia jewelery edit. and ready-to-wear pieces from the brand’s spring and fall 2017 collections.

Sebastian Manes, director of buying and merchandising at Central Group and Sina-owned retailer Selfridges, said the & Good Company project is “to share inspiration and creativity with the best independent multi-brand stores worldwide”.

“We are fascinated by the way these founders approach fashion; they both have unique ways and we want to give them a platform to express this further. We are happy to support their businesses by offering our best collaborative retail platform, The Corner Shop,” he added.

Karellis said the partnership with Selfridges is a particularly exciting time for Machine-A. For the first time in London, retailers decided to join forces and their community in such a dynamic way. He said.

Smethes added that her eponymous store is not only about fashion, but we have curated artworks from photographer Julien Boudet, Le Cactus Bleu, and Gufram design accessories. We hope Selfridges customers will get a glimpse of our spirit.





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