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Shop Watch | Superbrands at Selfridges

Shop Watch | Superbrands at Selfridges

Fed up with womenswear dominating the department stores of the world? Well fret not; historic London store Selfridges has just opened the ultimate designer menswear destination.

Located on the first floor of the store, the 300 sq m Superbrands space has been designed by young British architect Alex Cochrane and is home to 13 of the world's most directional labels including Lanvin, Saint Laurent Paris, Givenchy and Dries Van Noten.

Spearheaded by the store's Director of Menswear, David Walker-Smith, the launch is part of Selfridges' 'Menswear Masterplan', a strategy Walker-Smith hopes will introduce men to a new way of shopping.

Speaking of his vision for the department, he told us, "there's a greater appetite for inspiring design in menswear than ever before. Our aim in creating this new concept has been to bring together a definitive selection of the most amazing international labels."

Still not convinced? If you ask nicely they'll give you a free glass of champagne in the plush, Cochrane-designed changing rooms. There you go.

Now open at Selfridges Oxford Street, London.

Words by Billy Webb