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Prada takes up residency in Selfridges Corner Shop, focus on 'world travellers'

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today Sep 6, 2019
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Selfridges has launched a globally exclusive partnership with Prada, which the retailer said presents “a new perspective on” the AW19 Anatomy of Romance collection. 


Prada/Selfridges


It means that Prada is occupying that important piece of real estate in the department store, its Corner Shop, for the whole of this month. And given that September is one of the biggest shopping periods of the year, as well as London Fashion Week happening mid-month, it's perhaps a more important residency than most that happen there.

The partnership is also online and offers products that “have the world traveller — who loves to leave the city and venture into nature —  in mind, combining fashion and design with the concept of functionality.” Given that many of Selfridges' customers (and Prada's London customers) are travellers, that makes sense.

The highlights include outerwear made in a material that the label has made its own, gabardine nylon, plus “new and special exclusive combinations” of the Prada double match shirt and camouflage prints. As with most Prada collections, the pieces combine the decorative with a focus on the practical. Elements like cargo pockets and zippers on separates, belt bags and backpacks, rubber-soled boots and sneakers, and multi-functional accessories with drawstrings, roller-buckles, straps and rings are all key.

Importantly too, in order to emphasise the exclusive element of the link-up, some garments are personalised with a Selfridges-inspired yellow saffiano leather patch.

Also exclusive are new-for-AW19 specially developed Prada Escape reusable water and thermal bottles and compasses, adding to the functional/practical theme and underlining the focus on "modern everyday essentials for people who want to venture both into nature and in the city.”

And as Selfridges did when Pat McGrath staged a store takeover earlier this year, the retailer has drawn other brands into the theme. A collaboration with heritage Japanese stationer Midori has resulted in an exclusive branded version of its signature Traveler’s Notebook, as part of a modular system which also includes pens, stickers and mini notebooks. Milan pastry shop Marchesi 1824 has also produced camouflage-wrapped chocolate bars for the event.

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