The Instagram Pop Up Shop You Never Knew You Needed

Selfridges wants you to ditch the ‘tap to shop’ function and browse favourite brands from your feed in real life. 

05.12.2019

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Selfridges is making Instagram shopping a reality. No, really. In a reverse move that we are wholly in agreement with, the digital convenience of shopping from your feed will become a destination you can actually physically engage with.

Today Instagram’s director of fashion partnerships Eva Chen launched ‘The Instagram Edit’, a pop up at Selfridges, running from 5th to 15th December. You can find it within the Designer Studio, featuring carefully selected brands that developed a cult status through their popularity on Instagram. With it's thumb-stopping jewellery, clothing and interiors pieces (v. important for the feed) and its timely presence in the run up to Christmas, you better scrap whatever’s on your wish lists because these brands will definitely take priority.

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THE FRANKIE SHOP

Cult label The Frankie Shop is a go-to for conceptual, minimalist pieces for women. Its boutiques in Paris and New York stock The Frankie Shop’s own line of oversized blazers, maxi linen dresses and casual tailoring, along with a carefully curated selection of other brands such as Ganni, Eudon Choi and By Far, to name a few. Adored by fellow fashion followers, the 10-day stint in Selfridges will be a welcome one for many.

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AMMÉ

Launching their first collection in spring/summer 2019, you could say Ammé is fairly new on the jewellery scene. The loyal following would suggest otherwise however, with influencers (and Kylie Minogue, apparently) marking it as a firm favourite. All the pieces are made by hand in London with locally-sourced materials, aside from the semi-precious stones which are sourced worldwide. Think gold chain bracelets, pearl-adorned rings and necklaces with shell details.

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HOPSCOTCH

Design-led lifestyle brand Hopscotch make everything from its East London studio. Specialising in soy candles with natural scents, you’ll find dreamy concoctions such as fig + melon, eucalyptus + mint as well as amber + sandalwood.

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KIMSHUI STUDIO

Kim Shui swears she didn’t plan to be a fashion designer, but her New York Fashion Week front row full of excited musicians and YouTubers, was evidence of her ability to shine at it. Described as ‘Ming Dynasty meets Eurotrash’ by the designer herself, her pieces generate mass hype around the industry’s coolest, and soon to be Selfridges, too.

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TANDEM SKINCARE

According to the website, Tandem’s aim is to ‘create skincare that does more, but with fewer products.’ We’re sold on that alone.

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ONEDNA.EARTH

Pioneers of the movement towards gender neutral clothing, ONE DNA are breaking the boundaries between menswear and womenswear without compromising on style. With a finger on the pulse when it comes to focusing a future of fashion, it ensures all pieces are entirely ethically made in its New York workshop.

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MENE

Offering a different type of jewellery sales experience, Menē designs pieces with pure 24 karat gold and platinum which is sold by gram in weight. Ideal for those that want to invest in something special, Menē’s aesthetic is sleek, sculptural and contemporary.

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ATELIER STELLA CERAMICS

Brighton-based ceramicist Stella Baggot creates geometric handmade objects for the home. Plant pots, vases and candlestick holders are just some of the kitschy-yet-cute pieces on offer.

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