Supermarket Sarah at Selfridges? Super!

13 April 2010

Trip trap trip (up the stairs), sip sip (shampag), mwah mwah! (air kissing friends) “Sweetheart! It’s been aaaaaages!”

It’s a well known fact that it doesn’t take much to get ol’ Grazia Daily to come to your party, but a little-known about launch at Selfridges at the end of last week had us bubbling over with genuine enthusiasm.

Supermarket Sarah was hosting a mini soiree at Selfridges to celebrate the launch of her first wall at the venerable department store. In case you didn’t know, Supermarket Sarah (also known as Sarah Bagner) originally trained as a graphic designer, then after a few years working in advertising then having her own stall at Portabello road market – took her shop online instead.

“It started partly as just a fun thing, almost like a portfolio, or somewhere people could come for inspiration about trends. But it’s grown and grown” she told me.

The website is in the form of her ‘wall’ (actually the one in her living room), and it does look like a beautiful moodboard, with clothes, vintage pieces, furniture, even LPs. All you have to do is simply roll the mouse over the page, and click on any item to buy it.  The wall in Selfridges is the same layout but much bigger, and here you take your items to the till instead!

A simple idea but one that seems to be taking off – as more publicity rolls in, the wall has become a destination to buy some of the quirkiest one-off pieces. From Sarah’s brill eye for a vintage bargain to giant props or costumes (like Tinie Temphah’s outfit from his last video, ‘Pass Out’) that she’s gathered from her impeccable phonebook of stylist and designer friends.

Selfridges themselves are collaborating with various bloggers and internet fashwan sensations because they are launching their own online e-commerce site. (Until now their website held plenty of information but you had to enter one of their stores to shop).

Other bloggers involved in the launch are Nova Dando (stylist of the lovely Elly Jackson of La Roux), Fred Butler (above) –blogger, accessories designer and creator of Gaga’s amazing telephone hat and menswear connoisseur Steve Salter of Style Salvage. The trendy gang will be blogging and tweeting for Selfridges all month.

If you took a shine to any of the bits you could see in the film you can find out more information about the designers and their bits -                               

Kamilla Thorsen  made the Jewellery from vintage chains and charms, Georgina Bacchus created of the mighty Elk, Chanel Bag, Morrisons Jacket, Tesco Dress and Milk bottle top hairband, Sascha Kipferling made the recycled Champagne lampshades, Miriam Elia makes the cool 'Average' Rosettes, The Queen Bean Necklaces are by Vanessa Fristedt, and Scott Ramsay Kyle designed the brilliant tassled dresses. (The red one worn by Linsay Lohan!), Fred Butler's iridescent rainbow hair clips. . . it's a veritble emporium of wonders.

- Naomi Attwood


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