Friday, 25 September 2009

3rd Central is first base for Selfridges denim this autumn

3rd Central has just opened at Selfridges and I couldn't wait to pop into the brand new third floor denim and contemporary labels mecca considering myself firmly the fashionista target market.

I was not disappointed and spent a very enjoyable hour and a half having a good look around the whole floor. From all the hottest denim labels (complete with denimology sizing scanner machine) to shop in shops for some of the best contemporary fashion labels in the market today.

My interests were piqued by the likes of Marc by Marc Jacobs, Anglomania, Juicy Couture, McQ, Helmut Lang and Alexander Wang to name just a few. All sorts of great mid-market labels like Theory, Maje, Zadig & Voltaire and Whistles are adjacent to the yellow and beech wood decorated department and the feel is buzzy, contemporary and above all urban.

Anita Barr (a long standing buying associate of mine) has really nailed it with her first big project after being named womenswear buying director last year. There's just a really great mix of the biggest (read most commercial), hottest and directional yet contemporary collections gathered together on one floor. And the spookily tall mannequins aren't even that intimidating if you squint!

It's no wonder that while helping my stay-at-home-mum friend who also happens to be super-tall and super-slender, get her seasonal fashion update we managed not only to spend most of the day in Selfridges but dropped the best part of a grand in there too.

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