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London’s iconic retailer Selfridges is no stranger to genuine friendships. From Rick Owens and A$AP Rocky, to Kim Kardashian and Pat McGrath, its exciting partnerships have managed to capture zeitgeist moments in shopping and is now teaming up with Jaden Smith for its next big activation.
The new project centers around Jaden and Selfridges’ shared values: creativity, innovation, and sustainability, and will include a curated product selection as well as experiences both online and physically.
Of course, Jaden Smith holds many titles, among them, fashion designer, brand founder, artist, musician, and activist, and the exclusive shop-in-shop concept together will Selfridges will feature his own label MSFTSrep as well as his collaboration with New Balance, showcasing the vegan-friendly Vision Racer sneaker.
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Jaden hasn’t performed in the UK for over four years, but Selfridges is changing that. To celebrate the exclusive launch of his MSFTSrep Fall/Winter 2021 collection and his New Balance release, he’ll be performing new music at The Old Selfridges Hotel on September 22.
Of course, fans can enter the world of Jaden Smith, with tickets currently available for the one-off event. It is one you don’t want to miss, and it perfectly merges fashion and music – something we’ve all been missing throughout the pandemic.
“Jaden’s energy and his community-focused way of thinking have inspired new ways for us to connect with visitors to Selfridges. Together, we are exploring creativity and sustainability through the lens of innovative production processes and new models. I’m so proud to welcome Jaden to the Selfridges family, and to see what can be achieved when friends come together,” said Sebastian Manes, Selfridges Executive Buying Director.
Get your tickets now, before they’re gone.