Selfridges' Corner Shop debuts Louis Vuitton menswear curation

By

Sandra Halliday

Published
Jan 5, 2024

As one of the select non-LVMH retailers chosen to stock the new Louis Vuitton menswear collection — Pharrell Williams' first offer as Creative Director for the brand — the store has launched it in none other than its prime piece of real estate, The Corner Shop in the London flagship.

The hugely-in-demand pop-up space has become a Vuitton-dominated zone and will stay that way for the next five weeks, offering up a mix of Vuitton heritage and William’s-driven newness.

We’ve already covered the collection itself, but the ever-evolving space has been reimagined as both a classic and modern Vuitton store that recreates the brand’s Paris home via landscape backdrops. There are cubes that reference the season’s digital-pixels-meet-Damier-check, while music blaring from speakers references William’s own heritage in the music industry. 

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The giant flagship’s windows are also showing the collection and the overriding mood (as always with Williams whose most famous song is called Happy) is joy, light and sun. The collection itself is dubbed Louis Vuitton LVRS and is pitched as “a love letter to the brand”, picking up all aspects of its offer from casual to smart, traditional to innovative.

Williams said of this at the Paris show when the collection was unveiled last year: “For me, LV means LVERS. If you appreciate Louis Vuitton, you’re a lover of the curation. The humans who buy and wear Louis Vuitton have five modes: dandy, which is tailoring for business and events; comfort, which is what you wear at home and to the gas station; resort, for when you’re on the beach; sport, for activity and working out; and finally, the core staples of the House.” 

In The Corner Shop, visitors will be able to browse a curated edit of the SS24 fashion and accessories, designed with that pixelated ‘Damoflage’ chessboard print, alongside tailoring, leather jackets and retro sportswear. 

But while it’s certainly an experience for anyone entering Selfridges, given Louis Vuitton’s ultra-luxury pricing this isn’t quite the fashion-democracy of some Corner Shop residencies and the collection is available to shop in the space by appointment only.