LONDON CALLING: “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 Anterp-based house, whose studio team designed the spring 2025 collection following the founder’s retirement from the runway, continued with the same method, which will soon be exalted in the windows at Selfridges in London.
From Jan. 16 to Feb. 24, which includes London Fashion Week, huge swathes of fabric will fill 14 vitrines and ripple with air currents as a backdrop to the final ensembles made from them.
The collection features textiles and embroideries with a hint of the exotic, plus a clashing color and print sense that has been known to inspire the world’s top interior designers.
Three of the windows will be dedicated to Dries Van Noten fragrances, highlighting the bestselling scents Soie Malaquais, Rock the Myrrh and Camomille Satin, the bottles also dressed in unique colors and patterns.
A rendering of the Dries Van Noten takeover of the windows at Selfridges in London.
Courtesy of Dries Van Noten
The takeover is to mark the inauguration of a 750-square-foot Dries Van Noten corner at Selfridges, located on the second floor and showcasing men’s and women’s collections.
It also hints at further expansion in the English capital.
In tandem with the Selfridges windows, dubbed “Dancing Drapes,” Dries Van Noten said it will open its first stand-alone 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.”
An exotic flower print featured in the window of Selfridges, shown here as a rendering.
Courtesy of Dries Van Noten
