Selfridges’ The Film Project

Mimi ON Mar 15, 2012 AT 9:20 am

Selfridges London Womens Designer Galleries

Hot on the heels of their hugely successful, shoe porn, footwear galleries, Selfridges London have unveiled a series of Womens Designer Galleries that launch today and will leave fashion lovers reeling. The Galleries see the store transformed to offer a new and inspiring environment for shoppers, as Alannah Weston, Creative Director of Selfridges explains, “We know that our customers are sophisticated, global trend-makers and we look forward to presenting beautiful designer pieces in a serene and elegant environment.”

Selfridges London Womens Designer Galleries

As if that weren’t enough, Weston has commissioned The Film Project – a series of short films created by some of the store’s most exciting creative talents, such as Dries Van Noten, Comme des Garçons, Gareth Pugh (to name just a few), to coincide with the launch. Each designer has produced a short film looking to portray their image of today’s modern woman.

We commissioned these films to celebrate the opening of our new Womens Designer Galleries. The brief to the designers was very open – the only stipulation was that there was a strong female character at the centre of each film. We wanted each designer to freely express their vision of a woman who they found captivating and inspiring,” said Weston.

Behind the Scenes at The Film Project

The Film Project will be open to the public as of today at The Old Selfridges Hotel, and will run until March 26th. Fashion and film lovers alike will be able to experience the free screenings within the extraordinary installation space as created by award-winning set designer Simon Costin.

The exhibition will be open Monday – Saturday from 12 pm – 8 pm and Sunday from 12 pm – 6 pm. And for those who can’t make it down to Selfridges London, never fear, as each film will be screened online at



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