Case Study: Selfridges launches Women’s Designer Galleries with Gabrielle Shaw Communications

Selfridges launched Women’s Designer Galleries with Gabrielle Shaw Communications and secured coverage in 6 global fashion publications

Selfridges, the luxury department store, faced the challenge of launching its newly developed Women's Designer Galleries. Their objective was to attract a sophisticated, international audience and a younger, stylish clientele to this new way of shopping, while also enticing major luxury brands like Chanel and Louis Vuitton to invest in larger standalone stores within the retailer. To achieve this, they engaged the vendor, Gabrielle Shaw Communications.

Gabrielle Shaw Communications devised a high-fashion strategy centered on an immersive film exhibition called The Selfridges Film Project. This involved commissioning seven cult designers to create fashion films, which were displayed in a specially designed installation within the store. GSC also managed a high-profile breakfast roundtable and an exclusive VIP premiere party for fashion industry insiders. The results were significant coverage in top-tier global publications like Vogue and The New York Times. Most notably, following the launch, Chanel opened its first standalone boutique in Selfridges, which quickly became one of its most successful.

Selfridges