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Selfridges adds contemporary area

Selfridges is to launch a new contemporary womenswear department in its London Oxford Street store this autumn.

The area will be called 3rd Central and will combine the retailer’s contemporary and denim collections, currently on the store’s second floor, in a new area on the third floor around the central atrium.

Brands moving from the second floor to 3rd Central include Helmut Lang, Marc by Marc Jacobs and Juicy Couture, along with concessions from Maje, Whistles, Zadig & Voltaire and Sweaty Betty.

Selfridges’ 3rd Central department will also feature a 30m long denim wall with brands including Craft, Superfine and J Brand.

The new area will also feature dedicated sections for collections including Alexander Wang’s ready-to-wear and accessories ranges along with a capsule collection exclusive to Selfridges for autumn.

Classic bridge brands such as Hobbs, Jaeger and Margaret Howell will move from the third floor to occupy the current contemporary area on the second floor.

Designers will be invited to make public appearances in the 3rd Central department throughout the season. It will also be used to host brand launches and pop-up shops.

The department will open in September.

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