Issey Miyake and Selfridges have just launched a new boutique, the World of Issey Miyake. It is the first venue to present Issey Miyake’s main line and Pleats Please and Bao Bao labels in one location.
The new shop-in-shop showcases more than 180 items from the pre-autumn 2017 and autumn/winter 2017/18 collections. Covering 506 square feet, the boutique is located next to Burberry’s shop-in-shop in the Women’s Designer Galleries on the second floor of Selfridges.
Olivia McEwan, the store’s designer womenswear buyer, told Women’s Wear Daily that Selfridges has increased its seasonal stock from Issey Miyake by 20%, in line with customer demand. ‘In past seasons, there was an increased demand from our customers for ready-to-wear pieces across the main line and Pleats Please that we were unable to satisfy due to stock availability,’ she said, adding that the brand is one of the bestsellers across the department.
The Japanese label appeals to both UK and international customers at Selfridges. It attracts a wide-ranging demographic at the store thanks to its fresh new ideas that also manage to remain true to the label’s original design aesthetic. McEwan says that Issey Miyake offers an excellent choice of layering pieces as well as special standout dresses, and that these are popular with a mix of women of all ages. ‘It’s the ultimate brand for women who want to wear avant-garde and stylish clothes without giving up comfort,’ said McEwan.
Selfridges, 400 Oxford Street, London W1A 1AB, +44 (0)113 369 8040