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Shakespeare ReFASHIONed at Selfridges


Retail theatre is making history with Selfridges, honouring the 400th anniversary of Shakespeare by joining forces with ‘critically acclaimed theatre company The Faction, RADA and other partners’ to stage one of Shakespeare comical classics Much Ado About Nothing. As well as the theatre show, they are also hosting a line-up of events and talks, in addition to allowing the public access to rehearsals. ‘Together, Selfridges and The Faction are offering customers a unique theatrical showcase which premise is to reveal the process behind the production and staging of a play from the first day of rehearsals, to previews, press night and closing night.’


‘A Midsummer Night’s Dream’ by Alexander McQueen

Production Director Mark Leipacher comments: “This play offers a world in which fashion, appearance, and social standing are of paramount importance and rumour, gossip and insinuation can be lethal. And, in Beatrice and Benedick, we have two of Shakespeare’s wittiest creations to play around with! Everyone at The Faction is delighted to be collaborating with Selfridges to create this new production for the Shakespeare Refashioned project. It’s an ambitious, innovative and wild idea – exactly the way we should be celebrating Shakespeare 400”.


‘Merry Wives of Windsor’ by Dries Van Noten

‘The campaign offers customers a mix of bespoke windows creations by leading fashion designers, special product collaborations and – a world’s first for a department store.’ Using twenty international designers, Selfridges have produced iconic and memorable featured windows, from the likes of Alexander McQueen, Rick Owens and Dries Van Noten. These designers have fashioned Shakespeare in an immaculate way, inspired by plays such as romantic tragedy Romeo and Juliet and The Taming of the Shrew. Also, Shakespeare Refashioned provides customers with limited menswear and womenswear products produced by the designers. ‘An additional 120 exclusive products from 50 fashion, beauty, food and lifestyle brands, have been created, all taking inspiration from the world’s most famous playwright whilst bespoke stationery – an obvious product category to celebrate the Bard’s art – will also feature highly.’    

Of course, Selfridges will establish global attention, ‘as British fashion photographer Mary McCartney will capture some of fashion’s new season collections through contemporary images and an exclusive film, with a strong Shakespearean twist shot in unexpected urban locations.’ Also, consumers far from London are able to access all things Shakespeare by following Selfridges’ own broadcast channel, Hot Air at selfridges.com, these are including ‘some of the performances, exclusive interviews and special content.’

twelfth night

‘Twelfth Night’ by Issey Miyake

This exciting fashion trend is very enticing and reminds us of the classics which still remain very current in today’s society – Shakespeare was able to cover such topics that are relevant today such as class and relationships. Whilst, we never assumed Shakespeare was a fashionista, this project provides ‘new interpretations of masterpieces’ in particular through the focus of design and costume. It gives light to ‘the aesthetics of Shakespeare’ that have never truly been explored before.


Romeo & Juliet by Rodarte

Images Courtesy of Selfridges

By Shivanee Tailor

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