These Instagram-approved brands have been selected to be a part of Selfridges’ exclusive pop-up

If building a successful brand in the twenty-first century was a race, Instagram would be the start line.

For any brand looking to build itself a cult following, there’s only one place to do that in 2019 and it’s on the ‘gram. 

And now for eight brands, their business prowess has paid off, as they’ve been selected to be a part of Instagram’s new and exclusive The Instagram Edit @TheOfficialSelfridges pop-up.

Launching at Selfridges for a limited-time only, the IRL space will include eight digital-first clothing, beauty and homeware brands, bringing them to the UK shop floor for the first time. 

Gender-neutral New York-based brand One DNA will be part of The Instagram Edit @TheOfficialSelfridges (One DNA)

The curated edit will include designers Kim Shui and The Frankie Shop, with their edit of effortless and pioneering ready-to-wear, jewellery brands Ammé London and Mene, and homeware brands Atelier Stella and Hopscotch London plus multifunctional beauty brand, Tandem

Commenting on the pop-up, Instagram’s Fashion Director, Eva Chen, said: “Brands have been a key part of the Instagram community since our launch—Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90 percent of people follow a brand or business. The Instagram Edit brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”

All eight of the brands to be featured are big on Instagram (Selfridges)

130 million people a month use Instagram’s shopping tags, making this a great opportunity for fans to see their closely-followed brands in real time.

Selfridges was founded in 1909 and regularly hosts pop-ups, most recently including fashion’s coolest vintage site, Vestiaire Collective

Visit The Instagram Edit @TheOfficialSelfridges from December 5-15 in The Designer Studio at Selfridges and online at


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