Shakespeare meets fashion and tech at Selfridges

IMG_0345Is 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.

Nah. Doesn’t quite work as a great soliloquy does it? Although it does sum up my feelings as I regularly pass the piles of lustworthy-but-unaffordable designer label bags stacked up in Selfridges.

Selfridges Shakespeare ReFashioned

Dries Van Noten

But this preamble is much ado about something and not just me lamenting the fact that I still haven’t won the lottery (yet). Because 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).

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 later in the summer.

Selfridges Shakespeare ReFashioned

Christopher Kane

There’ll be a major tech presence with cameo appearances by some big names but in the form of holograms projected onto static mannequins. Who said tech-meets-fashion was all about smartwatches?

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 big 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 tragedies?

Anyway, it all runs until September 24 so get down there if you can.

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