Dries Van Noten Unveils London Retail Expansion with Selfridges, Flagship Store Forthcoming
January 8, 2025
Luxury fashion house Dries Van Noten is marking its entry into the London market with a dramatic window installation at Selfridges and plans for its first standalone store in the British capital, as the brand enters a new chapter in its history.
From January 16 through February 24, coinciding with London Fashion Week, the Belgian brand will transform 14 of Selfridges' Oxford Street windows into a kinetic installation titled "Dancing Drapes." The display will showcase the spring 2025 collection, with massive fabric panels rippling with air currents, highlighting the textiles and embroideries that remain central to the house's design DNA.
The emphasis on textiles echoes the house's longstanding philosophy. "The embroideries and fabrics are really dictating the collections that we make," Dries Van Noten told WWD in a 2023 interview. "I want really to play with fabrics and colors. They are my paint to make my painting."
The spring 2025 collection, designed by the house's studio team following Van Noten's emotional final runway show in Paris this past September, features textiles and embroideries with exotic influences, along with the brand's signature clashing colors and prints. The house recently appointed Julian Klausner as creative director, who will show his first collection this month during the January menswear season in Paris. Klausner, who joined the house in 2018 and previously oversaw women's collections after a stint at Maison Margiela, was chosen for his deep understanding of the brand's values. A graduate of Brussels' La Cambre like Van Noten himself, Klausner represents the founder's commitment to nurturing internal talent rather than seeking high-profile appointments.
"He is not only a talented designer but also a clear choice to take over after my departure," Van Noten said in a statement. "His deep understanding of the brand and its values will ensure a seamless transition and a bright future."
As part of this new chapter, the installation marks the debut of Dries Van Noten's new 750-square-foot corner at Selfridges, located on the second floor. The dedicated space will house both men's and women's collections. Three additional windows will be dedicated to the brand's fragrance portfolio, spotlighting bestselling scents Soie Malaquais, Rock the Myrrh, and Camomille Satin, with bottles dressed in distinctive colors and patterns.
Looking ahead, the house has announced plans to open its first standalone London store in the coming months. "Located in the heart of the city, this flagship will further embody the brand's creative vision, offering a unique and immersive experience for London clientele," the house said in a statement, adding that it is committed to "pushing boundaries and creating unforgettable moments that transform the retail experience."
