London retailer Selfridges has tapped Parisian fashion house Balmain to take over the iconic Selfridges Corner Shop with an exclusive sneaker customization area. The house lead by designer Olivier Rousteing is launching a handful of rebellious sneaker styles, following Balmain’s rock-inspired eclectic aesthetic, which London shoppers will have the first access to before they launch globally.
The label has created a sleek metallic space where the sneakers are on display, in addition to a handful or artists that will be available to help customers with personilization and customization of the trainers, including graffiti, studs as well as Japanese graphics. As Selfridges put it, it will “ensure that that each pair can be transformed into a truly one-of-a-kind luxury purchase.” Not only will the space feature the shoes, but also Balmain’s ready-to-wear collection which also will be available for custom artwork.
Marking its first sneaker launch, Balmain will continue to push new sneakers as well as limited-edition releases throughout the next few months, partnering up with key retailers as well as collaborators. With Rousteing at the helm, we can expect the sneakers to be just as bold as the label’s striking gowns, apparel and accessories.
Take a look at Balmain’s exclusive Selfridges Corner Shop takeover in the gallery above, and make sure to pay a visit if you’re passing through London starting June 24.
400 Oxford Street, Marylebone
London W1U 1AE