French womenswear brand Sézane has launched its first UK concession, at Selfridges on London’s Oxford Street.
The 970 sq ft space in the store opened this week. It is the first concession, but second permanent physical location for the label in the UK, following the launch of a store in Notting Hill, west London, in May 2018.
The brand was founded by Morgane Selazory in 2013 and gained a cult following in France thanks to its “product drop” model, under which new styles are released monthly online and in stores. Shoppers have been known to queue around the block at the brand’s three Paris stores and one New York location, waiting for new launches.
With its physical stores, Sézane aims to create spaces that are “apartments”, where customers relax, rather than just shop.
The Selfridges space continues this theme: it has a plush seating area, coffee tables, book cases and house plants adorn the space, and there are playful details such as a souvenir photobooth.
Selazory says her goal is to “make bricks-and-mortar retail as human and alive as possible – to create a space in which the in-store experience bridges the gap between the online world and the real world, and remains intimate, immersive and personal”.