Printed
February 10, 2025
The launch of Signify Lady is a giant deal for the Signify label and it’s marking that reality inside luxurious retailer Selfridges with a six-month pop-up, which opened on Monday. The gathering can also be accessible through the Selfridges webstore.
Signify Lady at Selfridges
Situated on the womenswear third ground of the retailer’s London flagship — alongside a big mixture of different premium and luxurious labels — the 650 sq ft area is characterised by “the refined minimalist aesthetic typical of the brand”, replicating the interiors of its LA and Manchester shops.
It additionally options Signify’s “signature cement finish” and R preliminary all through, brushed silver railings and detailing “encapsulating the brand’s essence” with a modern, monochrome color scheme.
The corporate’s head of womenswear Toni Purdie understandably identified that “launching this collection in its first season with such a prestigious retailer, is a landmark moment for myself, our team, and for the brand”. It’s simple that the possibility to such an area inside Selfridges’ flagship retailer isn’t one thing each new line will get.
Clients will be capable to store drop one of many girls’s assortment — dubbed Overdrive — on the pop-up and firm founder George Heaton mentioned: “We have put a lot into Represent Woman and wanted to come at it like a storm. The brand has grown so much over the past four years, so it felt like the right time and we’re so excited to see it launch.”
In the meantime CEO Paul Spencer added: “The women’s team has already brought so much energy to the business, and we are sure we can translate that to the consumer. We have huge ambition to be a significant global player and launching women’s is a natural progression towards this.”
