ANYA HINDMARCH certainly isn’t shy of a heavy workload. With just two weeks to go until she unveils her spring/summer 2016 collection at London Fashion Week, the designer has launched the Anya HindmarchService Station Pop-Up at Selfridges.
Situated at the entrance to the actual third-floor carpark in the Oxford Street department store, shoppers can purchase the autumn/winter 2015 collection – as well as a number of other fun car-journey-related gifts – not to mention get their hands on a personalised high-vis jacket (who doesn’t need one of those in their boot?) after getting their photo taken in the car wash – attended, naturally, by model mechanics.
“I wanted to take the creativity of the LFW show directly to our customers in a fun and unexpected way,” said Hindmarch this morning prior to the launch. “Doing a pop-up in the Selfridges car park felt so right given the autumn/winter 2015 collection was inspired by many hours driving on the M25! I always think fashion should make you smile so was keen to create a pop-up that was creative and stylish but also offered fun experiences for people – a hot car wash photo booth, exclusive service station merchandise like condoms and nodding dogs that you can only buy here, and high-vis jackets like the ones worn in our show that you can personalise with your name.”