Lucifero’s illumina il Selfridges Denim Studio a Londra

The newly opened Denim Studio at Selfridges London is five times bigger than the previous denim department and represents an investment in excess of £6 million. Designed in collaboration with HMKM, the 2,415 sq m space that formerly housed the children’s department on level three has been conceived to address ‘the specific needs of women looking for the perfect denim fit’.

‘It’s all about fit and fast,’ says HMKM’s associate director Paul Digby, referring to the choice of 11,000 pairs of jeans, the ‘denim by appointment’ personal shopping service, the on-the-spot tailoring and the interactive media tables.

The Denim Studio houses more than 11,000 pairs of jeans from 

60 different brands, with services created specifically to make the search for jeans easy and enjoyable, including a denim tailor, offering alterations within a two-hour period. Other services ….