Iconic London designer indie Browns has signed a raft of top-name designers and labels including Christopher Kane, Balenciaga and Roland Mouret to support its 40th birthday celebrations this year.
Browns, which opened in 1970, has approached 40 designers and asked each one to produce an exclusive piece for the business. Browns expects to finalise the remaining designers over the next few weeks.
The Future Collectables range will be a series of one-off pieces, each of which will carry a unique number and a Browns 40th Anniversary label. The limited-edition pieces will be sold in Browns’ South Molton Street and Sloane Street stores, as well as via its website, from April 14.
The pieces will also be sold at four overseas fashion indies via in-store Browns pop-up shops during April. The participating stores are Swiss retailers Grieder in Zurich and Bongénie in Geneva, Quartier 206 in Berlin in Germany and Ounass in Dubai.
Each piece will be designed as a “seasonless” item that consumers can keep for years. Prices are yet to be announced, but Browns said they would be kept affordable.
The second element of the celebrations will involve an exhibition, which Browns will launch in May.
It will feature static, audio and live exhibits celebrating fashion highlights over the past 10 years including input from 1970s icons such as Missoni and Halston, through to 1980s favourites including Ralph Lauren and Calvin Klein and emerging labels including Mark Fast, Acne and Erdem.
The exhibition will be curated by renowned art director Simon Costin and will celebrate fashion over the past 40 years. It will run for three to four weeks at luxury loft development The Blake Penthouses in London’s Mayfair.
Browns will also host a party on exhibition opening night, the date for which has yet to be finalised.