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Selfridges to hold two month 'denim celebration'

Selfridges is holding a two month denim takeover of its London flagship in honor of the Denim Studio launch.

The department store’s new Denim Studio will open its doors on June 24 amid a summer “celebration” of the hard-wearing fabric.  The celebrations will include the unveiling of an exclusive piece from every brand, including labels that are new to the UK such as Cecile, 3 x 1 Scott Morrison and The Laundry Room.

Special projects will be hosted on a stage within the department, showing collaborations, exclusive brand launches and previews.

As revealed by Drapers last month, the 26,000 sq ft denim department is expected to be the largest in the country, with more than 11,000 pairs of jeans, from 60 brands, with prices ranging from £11 to £11,000.

It is the biggest single investment project Selfridges has carried out in womenswear.

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