Represent opens six-month Selfridges pop-up for womenswear launch

The launch of Represent Woman is a big deal for the Represent label and it’s marking that fact inside luxury retailer Selfridges with a six-month pop-up, which opened on Monday. The collection is also available via the Selfridges webstore.

Located on the womenswear third floor of the retailer’s London flagship — alongside a large mix of other premium and luxury labels — the 650 sq ft space is characterised by “the refined minimalist aesthetic typical of the brand”, replicating the interiors of its LA and Manchester stores.

It also features Represent’s “signature cement finish” and R initial throughout, brushed silver railings and detailing “encapsulating the brand’s essence” with a sleek, monochrome colour scheme.

The company’s head of womenswear Toni Purdie understandably pointed out that “launching this collection in its first season with such a prestigious retailer, is a landmark moment for myself, our team, and for the brand”. It’s undeniable that the chance to such a space within Selfridges’ flagship store isn’t something every new line gets.

Customers will be able to shop drop one of the women’s collection — dubbed Overdrive — at the pop-up and company founder George Heaton said: “We have put a lot into Represent Woman and wanted to come at it like a storm. The brand has grown so much over the past four years, so it felt like the right time and we’re so excited to see it launch.”

Meanwhile CEO Paul Spencer added: “The women’s team has already brought so much energy to the business, and we are sure we can translate that to the consumer. We have huge ambition to be a significant global player and launching women’s is a natural progression towards this.”