Bright Young Things at Selfridges February 2011
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In the run up to London Fashion Week, Selfridges have recruited a selection of ‘Bright Young
Things’ to dress up their windows and show the world what they’re worth.
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From Grecian statues and golden birdcages to giant rabbits and inflatable boobs, the windows of
Selfridges have always shocked, seduced and caught the eye. Season after season, the store’s
luxury items, from fashion to food, are placed against stunning and innovative backdrops;
past sets including kaleidoscopic patterns, psychedelic neon objects and far far away fairytale
lands. Now the department store has decided to entrust their world-famous window displays to a
fresh batch of hand-picked talent from London’s art and fashion fast set.
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This week, New Power Studio present a lot of loo roll and rustic mannequins while set-designer
Rhea Thierstein creates gigantic hanging wasps and fashion designer Yang Du offers a large
cartoon print of a lion with ‘television eyes.’ A selection of items seen in the windows
are available to buy in limited edition pop-up stalls in store. i-D Online caught up with
Selfridge’s windows and concept manager Sarah McCullough to find out how you window shop for a
window display.
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In the past, you’ve worked with many established names such as David LaChapelle and
Bruce Weber. Why did you decide to work with lesser-known creatives for this project?
We understand that in theses turbulent times it is more challenging than ever to launch a
career in fashion. London is the creative capital of the world and London-based fashion creatives
are regarded as the most maverick in the world. Those who dare to devote their working lives to
their fashion practice are admirably brave and we wanted to find a way to salute them.
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How did you choose the artists you’re working with? After much debate, the final 20 were
selected from a shortlist of 50 incredible talents in a joint effort between the creative and
buying teams here at Selfridges.
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Which young designers and artists did you particularly enjoy working with? Alex Noble is
an incredible talent; he is a painter, a costume designer for Lady Gaga and is about to launch
a couture line. Rhea Theirstein is really making waves in the world of prop-making for editorial
and her window is incredible. She could easily be the next Shona Heath or Andy Hillman.
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