Full Bloom

Full Bloom

Italian fashion house Fendi launches their Flowerland pop-up at Selfridges

Oxford Street’s Selfridges has been transformed into a Willy Wonka style factory with clusters of blooms to celebrate the launch of Fendi’s SS16 collection. The brand has partnered with Japanese botanical artist Azuma Makoto who has created an immersive art installation that complements Fendi’s Flowerland collection.

Makoto’s specially commissioned ‘Ape’ flower truck will be the centre focus showcasing a pre-launch collection of Fendi’s SS16 products alongside Makoto’s artisanal flower bouquets. New bag styles named Peekaboo, 2Jours and 3Jours will be revealed, each featuring leather and Plexiglas flower motifs. Visitors will be given the opportunity to customise their purchases with interchangeable leather straps, flower stamps and personal monogramming. As well as being able to purchase accessories, visitors can get their hands on a unique bouquet by Makoto that sits inside an ornate glass bottle and includes a floral seal tie designed by Fendi’s leather craftsmen.

Eleanor Robinson, head of accessories buying at Selfridges says: "We’re thrilled to be working with the brand on this project, a one-of-a-kind flower shop where customers can step into Fendi’s world of accessories and customise their bags with a flower stamp, interchangeable leather straps to match their bag to the rest of the outfit or shop for real flowers in beautiful jars."

Fendi Flowerland runs until 19th June. Prices start at £40 for a glass bottle.


  • Words: Rebecca Parker