From January 16 to February 24, Dries Van Noten is transforming Selfridges in London with a striking takeover of 14 store windows. The “Dancing Drapes” installation will feature flowing fabrics that ripple with air currents, creating a dramatic backdrop for the spring 2025 collection. Known for its vibrant embroideries and clashing colors, the collection celebrates the brand’s hallmark artistry, inspiring even top interior designers with its exotic textiles and bold prints.

The takeover also highlights Dries Van Noten’s bestselling fragrances, including Soie Malaquais, Rock the Myrrh, and Camomille Satin, with the bottles dressed in unique patterns to mirror the fashion house’s signature aesthetic. This visual feast coincides with the opening of a 750-square-foot Dries Van Noten corner on Selfridges’ second floor, showcasing men’s and women’s collections and marking a significant step in the brand’s expansion in London.

Store Locator | Dries Van Noten

Adding to the excitement, the brand confirmed plans to open its first standalone London flagship store later this year. “Located in the heart of the city, this flagship will embody the brand’s creative vision, offering a unique and immersive experience for London clientele,” the company said in a statement.

The “Dancing Drapes” installation aligns with London Fashion Week and underscores Dries Van Noten’s commitment to pushing creative boundaries in retail. This initiative transforms not only Selfridges’ windows but also the shopping experience itself, solidifying the brand’s influence in the English capital.