i-D Online

Bright Young Things at Selfridges February 2011
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.
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.
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.
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.
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.
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.