Harrods have up their Christmas game this year and targeted a younger demographic. This project is created with the party season in mind hosting collections from Zadig & Voltaire to The Kooples. The luxury department store commissioned top photographer Rankin to direct and produce a short film that shows off the products in-store.
The Fashion Lab invites shoppers to seek style advice from the knowledgeable team, who will be at your beck and call to deck out your Christmas wardrobes. Jean Therapists will also be available to solve any denim dilemmas you might have – whether about fit or cut. The floor will offer established brands, such as Joseph, Sandro and J Brand, as well as new labels such as RtA – which is sold exclusively at Harrods.
Overlooked by Helen David (Harrods fashion director), The Fashion Lab replaces the shop’s Way In department – which was first opened in 1967 as an innovative space targeted at younger customers. This latest project is an update on the same concept, but with “a modern twist”.
“The space is all about the product, so customers can browse for the latest trends and must-have items in a relaxed, yet modern environment,” said David. “The new Fashion Lab will entice our first-floor customer up to the fourth floor, introducing them to a world-leading edit of contemporary labels, while attracting a younger, more contemporary shopper. We understand that our customer wants to mix brands in a modern way, teaming their Valentino, Balmain and Givenchy hero pieces with timeless basics and fast fashion – which is all available in our extensive Fashion Lab offer.”
