SELFRIDGES AT THE MOVIE: Selfridges unveiled a series of evocative films by a clutch of designers Wednesday night, to mark the opening of the store’s new women’s designer galleries. Alannah Weston, the store’s creative director, has tapped labels AF Vandevorst, Alexander McQueen, Ann Demeulemeester, Comme des Garcons, Dries Van Noten, Gareth Pugh and Rick Owens, whose collections are all sold in the new galleries, to create films to express “the essence of the woman that inspired them,” said Weston. “What I did not want was a fragrance ad,” said Weston with a laugh. “I wanted something that was much more true to who those designers are, because they’re very, very artistic people.”

The resulting works include Gareth Pugh’s Club Nouveau, a shadowy film directed by Ruth Hogben, which captures Pugh performing as a Sally Bowles-type cabaret star, while Comme des Garcons’ film, directed by Katerina Jebb, spotlights the nonagenarian concert pianist Madeleine Malraux playing and discussing her work.

Selfridges showed the works in a cavernous event space located in the shell of its Old Selfridges Hotel, where set designer Simon Costin had created a series of rooms in which each film was shown. Pugh’s was done out with beanbags and a giant inflatable rabbit, while the Alexander McQueen space had a large fractured mirrored table as its centerpiece. “All the rooms have got things that reference [the hotel space] but it’s all slightly overblown or oversized,” said Costin. “I quite like that it’s this empty ghost shell, and then we’re going to show these films, these flickering shadows within.” The films will be on show in the space through to March 25, and on Selfridges Web site, Selfridges.com.

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