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Dior X Kenny Scharf takes over Selfridges’ Corner Shop

When high-fashion and pop art collide

Taking over Selfridges’ Corner Shop for the month of May is none other than Dior. From May 4 to May 29 the space will be awash with giant balloons, impressive sculptures and trippy interactive screens to showcase Kim Jones’s Fall 2021 collection, in collaboration with surrealist pop artist Kenny Scharf.

Designed to bring a sense of joy and hope, the Dior Homme collection features Scharf’s fun and colourful prints, which have been plastered over everything from shirts to monogrammed saddle bags.

Writer and trend consultant Samuel Trotman (@samueltaro on Instagram) said: “Art has been the cultural adhesive for many of Kim Jones’s successful fashion collaborations at Dior and this Kenny Scharf collection is one of the best. The meeting of the two creative talents is a winning combination, not least because they make a clear statement about shared culture. The level of detail and precision that goes into recreating the artworks through Dior’s Savoir Faire tradition is simply incredible. The items become pieces of art themselves.”

The staging of the corner shop is beyond psychedelic and features an exclusive for Selfridges, incorporating an interactive motion sensor screen. After nearly a year of being locked in this pop-up is an exciting way to get back into retail and experience a product first-hand. Trotman told _shift “Kenny’s artwork certainly adds a sense of joy and optimism thanks to the vivid colours and his impish characters naturally make you curious to explore the space whether you’re familiar with his work or not. The interactive screens are also a fun way to allow consumers to engage with the collection and art in a fun way.”

The Corner Shop will also stock exclusive-to-Selfridges pieces, that include sneakers and shirts with Scharf’s wondrous motifs and up-cycled Dior denim. Trotman’s favourite being the shirts: “There are so many amazing pieces from the collaboration, but I’d have to say the shirts which feature the Chinese seed-stitch embroidery technique. If you watch the videos on YouTube, you can see how meticulous the craftsmanship is and the process that goes into creating each piece. The tambourine-style berets by Stephen Jones are also incredible.”

So, when you head to grab yourself a fresh pair of B23 sneakers, expect to be greeted by a big inflatable friend from the Selfridges window.

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