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Brief Published: 19 Mar 2012

The Film Project by Selfridges


To mark the opening of the new Women’s Designer Galleries clothing department at Selfridges in London, the store has invited six fashion houses to create a short film, presented in a specially conceived installation at the Old Selfridges Hotel in Marylebone. Shunning a traditional shop floor launch, the experience combines fashion, art and film.

Alexander McQueen, Rick Owens and Comme des Garçons are among the labels who worked with filmmakers like British Ruth Hogden and American Dustin Lynn to convey their interpretations of a strong female character. In abstract vignettes, films vary from a Parisienne pianist Madeleine Malraux playing the piano in Commes des Garcons’ Silence: Genius at Work, to Club Nouveau, which features British fashion designer Gareth Pugh performing a cabaret act in the style of Liza Minnelli.

British art director Simon Costin has transformed the semi-derelict Old Selfridges Hotel into a minimalist gallery setting to host The Film Project. Within three bedrooms, films by fashion designers Ann Demeulemeester, AF Vandevorst and Dries van Noten are projected onto the ceilings of four-poster beds.

The Women’s Designer Galleries curates key looks from its seasonal fashion collections, featuring eight boutiques with interactive changing rooms and a digital art gallery, currently showing work by British artist Daniel Brown.

The Film Project is on show until 25 March 2012.  


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