London’s iconic retailer
The new project centers around Jaden and Selfridges’ shared values: creativity, innovation, and sustainability, and will include a curated product selection as well as experiences both online and physically.
Of course, Jaden Smith holds many titles, among them, fashion designer, brand founder, artist, musician, and activist, and the exclusive shop-in-shop concept together will Selfridges will feature his own label MSFTSrep as well as his collaboration with New Balance, showcasing the vegan-friendly Vision Racer sneaker.
Jaden hasn’t performed in the UK for over four years, but Selfridges is changing that. To celebrate the exclusive launch of his MSFTSrep Fall/Winter 2021 collection and his
Of course, fans can enter the world of Jaden Smith, with
“Jaden’s energy and his community-focused way of thinking have inspired new ways for us to connect with visitors to Selfridges. Together, we are exploring creativity and sustainability through the lens of innovative production processes and new models. I’m so proud to welcome Jaden to the Selfridges family, and to see what can be achieved when friends come together,” said Sebastian Manes, Selfridges Executive Buying Director.