A Parisienne playing the piano, Gareth Pugh dancing à la Liza Minnelli in Cabaret, and abstract clips of trees and forest are some of the subjects featured in The Film Project, currently running at the Old Selfridges Hotel in London.
Fashion houses A.F. Vandevorst, Alexander McQueen, Ann Demeulemeester, Comme des Garçons, Dries Van Noten, Gareth Pugh and Rick Owens were each invited to make a short film in order to celebrate the opening of the new Womens Designer Galleries at Selfridges department store. Eschewing the traditional shop floor launch, the idea was to create an experience where fashion, art and film collide.
Simon Costin, the project’s art director, has transformed the semi-derelict former hotel into a gallery-type setting, whereby each of the seven films is shown in its own curtained ‘pod’. ‘The space is all exposed pipes and rough concrete, so the minimalist bones, that were a pre-requisite, were there already,’ says Costin.
The largely grey palette and streaming white curtains are a vague nod towards the womenswear galleries, which feature interactive changing rooms and 10 different types of marble. ‘I wanted to reference the building’s former use as a hotel, so each designer has their own ‘room’; Rick Owens in a library, Alexander McQueen in a vanity room, Comme des Garçons in a drawing room, and so on.’
There are three bedrooms, where films by Ann Demeulemeester, AF Vandervorst and Dries van Noten are projected onto the ceilings of four poster beds.’ At last night’s launch party, the beds were mobbed
The designers were given the brief of ‘the strong woman’ and all seven films differ hugely. Most don’t even show garments, but are instead abstract vignettes with no obvious connection to fashion or retail. It’s only when you look closely that you even know this an event to mark the new galleries, which feature eight boutiques within the store and a section devoted to key looks devised by the Selfridges buying team.
Costin, who art-directed the Pugh film, has, over the years, worked with most of the fashion designers involved. In the near future, he hopes to combine Selfridges and his true passion; British folklore. Last year, he launched a pop-up shop in South Kensington and is scouting the countryside for a venue in which to permanently base his Museum of British Folklore. ‘I have always loved folklore. It runs parallel to heritage and culture and is all around us. It’s a living tradition which needs to be celebrated.’ You heard it here first.
Simon Costin, the project’s art director, has transformed the semi-derelict former hotel into a gallery-style setting, where each of the seven films is shown in its own curtained ‘pod’
Watch 'Mornlight' by Dries Van Noten
Watch 'Club Nouveau' by Gareth Pugh
Describing the Old Selfridges Hotel, Costin says: ‘The space is all exposed pipes and rough concrete, so the minimalist bones that were a pre-requisite were there already'
Costin continues: ‘I wanted to reference the building’s former use as a hotel, so each designer has their own ‘room’; Rick Owens in a library, Alexander McQueen in a vanity room, Comme des Garcons in a drawing room, and so on'
There are three bedrooms, where films by Ann Demeulemeester, AF Vandervorst and Dries van Noten are projected onto the ceilings of four poster beds.’ At the launch party, the beds were mobbed
The designers were given the brief of ‘the strong woman’ and all seven films differ hugely. Most don’t even show garments, but are instead abstract vignettes with no obvious connection to fashion or retail
Concept sketch for The Film Project by Simon Costin
ADDRESS
Old Selfridges Hotel
Orchard St
W1H 6HG, London
-
Frances Elkins gets her dues at Christie's this JuneYou can soon take home a piece of the legendary American designer’s legacy…including a $3 million Alberto Giacometti sculpture.
-
The new Phone 2 Pro from CMF combines generous scale with true affordabilityWe explore the ins and outs of the CMF Phone 2 Pro, the newest device from the Nothing sub-brand that focuses on bold design and carefully honed value engineering
-
‘I’ve considered every single detail’: how Victoria Beckham designed the perfect make-up brush collectionVictoria Beckham speaks to Wallpaper* about the meticulous design process behind her debut collection of make-up brushes, which perfectly treads a line between form and function
-
20 years of Dover Street Market’s transporting in-store installations, from giant elephants to soft toysAs Dover Street Market, Rei Kawakubo and Adrian Joffe’s radical London concept store, celebrates its 20th anniversary, we look back at ten of its most colourful installations, crafted alongside Simone Rocha, Jonathan Anderson, Martin Parr and more
-
‘Things are not what they seem’: Unpacking the S/S 2025 menswear showsWallpaper* fashion features editor Jack Moss explores the trends and takeaways from this season’s menswear shows, from an embrace of ‘irrational clothing’ to couture-level craft and eclectic new takes on tailoring
-
’Daring to tread into the unknown’: a first look inside Dover Street Market ParisDover Street Market reveals the interior of its new Rei Kawakubo-designed Paris outpost, marking a new chapter for the inventive fashion store
-
Inside the gleaming new Comme des Garçons store in ParisComme des Garçons reveals a four-storey new retail space in Paris, housing lines previously only available in Japan, as well as exclusive reissues of Rei Kawakubo’s collectible furniture
-
Christmas baubles for fashion fans, from Dior to PradaFashionable Christmas baubles and designer decorations to add a sartorial flourish to this year’s tree from Celine, Dior, Prada, and more
-
Surf's up: ride out the summer in styleHow to avoid a style wipeout this September? Opt for surf style-inspired separates and oceanic accessories by Saint Laurent, Saturdays NYC, Aries and more
-
Dioriviera pops up at London’s Selfridges
Dior celebrates its Dioriviera holiday capsule collection – featuring toile de Jouy-swathed surfboards, sandals and shopping tote bags – with a pop-up shop and restaurant at Selfridges in London
-
Future face: augmented reality is changing the way we lookAI, e-makeup, augmented reality — discover the rise and rise of algorithmic beauty
