Linda Farrow pop-up shop Selfridges

GOLD TOUCH: In time for the holiday season, Linda Farrow is extending its presence in Selfridges with a new pop-up space, located on the department store’s accessories department, on the ground floor.

The space, which spans 269 square feet, was created by design agency Sheridan & Co. and features brushed gold displays upholstered in taupe suede fabric, capturing the brand’s flair for unabashed luxury. It’s located near the department store’s Duke Street entrance, next to shops-in-shops by Givenchy and Miu Miu.

The eyewear brand has always had a prominent presence in Selfridges, with previous store-in-store concepts located in the eyewear section, as well as in the women’s luxury ready-to-wear department on the second floor, next to the likes of Chanel and Céline.

“This is a milestone for Linda Farrow, to launch this space during such a key commercial time of the year and to be standing side by side with some of the top luxury brands,” said Simon Jablon, founder and managing director at Linda Farrow.

Both men’s and women’s optical and sun collections will be carried in the new pop-up, the focus being on the brand’s signature metallic shades crafted with gold-plated titanium, which have the highest sell-throughs in the department store.

Prices range between 585 pounds or $725 and 830 pounds or $1,028.

The brand is also known for its designer collaborations. Its most recent, with the Italian contemporary label No. 21, was launched during Milan Fashion Week last September.

A number of British brands have been embracing the pop-up store concept this holiday season; jewelry labels Loquet London and Noor Fares launched temporary spaces earlier this week, while handbag label Meli Melo launched a pop-up on Regent Street’s Quadrant Arcade which is set to showcase its Christmas collection.

The Linda Farrow pop-up will open on Nov. 23 and will run until Jan. 8.

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