Is this a handbag which I see before me, its handle towards my hand? Come, let me clutch thee. I have thee not, and yet I see thee still.
Doesn’t quite work as a great soliloquy does it? But this preamble is indeed much ado about something, and not just a lack of ability to get our hands on lustworthy designer bags. Because British department store Selfridges has brought together designers, musicians and drama heavy hitters for a giant campaign that blends fashion with tech and culture (with a capital C), this summer.
“Shakespeare ReFashioned” celebrates the 400th anniversary of the Bard’s death, introduces loads of designer and brand one-offs, gives us a massive VM extravaganza and even sees a temporary theatre in-store where a new production of Much Ado About Nothing will be staged.
There’ll also be a major tech presence with cameo appearances by some big names, but in the form of holograms projected onto static mannequins.
In the meantime, shoppers can see the play being rehearsed and buy from over 100 limited edition collaborations. Designers and brands taking part include Christopher Kane, Alexander McQueen, Van Cleef & Arpels, Shrimps, Paige Denim, Hudson Jeans, Olympia Le Tan. Maison Margiela, Marques’ Almeida, Dries Van Noten, Erdem, Craig Green, Givenchy, JW Anderson, Gareth Pugh, Rick Owens, Roja Dove and Simone Rocha.
Although it doesn’t officially start until July 4, the windows have already been taken over by one-offs from some of those names with the current display (Act I) being all about the comedies and romances, and the next phase (Act II) being focused on the tragedies. What’s the betting Givenchy, Gareth Pugh and Rick Owens put their hands up to dress the latter?
It all runs until September 24, so get down there if you can.
This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday