LONDON — Harry Styles’ brand Pleasing is injecting some much-needed summer color into the gray skies of London with a pop-up at Selfridges.
The decision to open at Selfridges stems from Pleasing’s success with a fragrance pop-up at the Corner Shop last year.
Selfridges “feels like such a positive and creative space with all the schemes they do throughout the year and their views of the planet, which is very much at the forefront of our brand as well,” said Harry Lambert, stylist and the brand’s co-creative director in an interview.
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The intimate pop-up shop on Selfridges’ first floor is also a sign that the fashion element of Pleasing is gaining traction.
“We’ve noticed there’s such a response to the apparel that we create. We thought a summer collection would be the perfect way to dip our toes in,” Lambert said.
It’s the first summer apparel collection from the brand, featuring soft linen sets, a sleeveless knit sweater, vintage-inspired T-shirts with contrasting trim, and colorful tracksuits that go up to a size XXL.
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“Size inclusivity is something our customer and community really desire and want. It’s frustrating when they see stuff that is so joyful and fun, but they can’t wear it,” said Lambert, adding the first drop from the brand did not include diverse sizing.
“Our community told us that, and we corrected it as soon as we could,” he said.
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The brand is also planning a few collaborations that will launch later this year and is doubling down on in-person experiences within the retail space.
“We just finished a very successful pop-up in Austin, Texas, and we’re currently working on our next one that’s going to launch next month,” said Lambert, who did not provide more details.