Selfridges will launch its first menswear-only promotional campaign, Shop Like A Man, at its London Oxford Street store next month.
Retailers such as Topman, All Saints, Kilgour and Richard James will create limited edition pieces for the event.
Store window displays, designed in collaboration with bookseller Foyles, will be dedicated to men's product, alongside literary quotes from famous men. Other exclusive product will include a preview of slogan T-shirts from Comme des Garaons' autumn collection, plus Vivienne Westwood swimwear and Mulberry bags.
The Shop Like A Man campaign follows the revamp of Selfridges' menswear floor at the start of the year, which added another 20,000 sq ft of space and introduced more high street retailers including Reiss, an Offspring footwear concession and revamped Levi's and G-Star shopfits. Gio-Goi and Energie were also added.
Head of menswear David Walker-Smith said Shop Like A Man would celebrate the expanded menswear area, with many brands creating capsule ranges for the event.
The campaign will run from May 4 to June 21.
- Walker-Smith will take on some womenswear responsibilities while head of womenswear Anna Garner is on maternity leave.