Supermarket Sarah – now available in Selfridges!

10 January 2011

Supermarket Sarah, also known as Sarah Bagner, has made such a success of her online shop, or ‘the wall’ as it is known, that mega department store and home of all things glitzy, Selfridges came knocking on her door and asked her to join them!

The concept behind Sarah’s wall was all based on her front room. Each week or every so often, a wall would spring up, either selected by Sarah or a guest curator would assemble the biggest wall in her sitting room with an assortment of vintage clothes and designer samples, accessories and artefacts, including one-off pieces by designers and prop stylists in a pleasing, colour-coordinated composition. Then Sarah would photograph the wall and upload the pictures to her site where customers could select any of the items to buy, just by rolling their mouse over the items and entering the ol’ credit card details. Splendid. Over time items on the site have been worn by stars such as La Roux, Tinie Tempah, (a personal favourite) and Lindsay Lohan, while celebrity shoppers have included Damon Albarn and Lily Allen.


A wall curated by the textile designer Brie Harrison

Everyone, particularly fashion editors, liked the site soooo much Sarah started popping up all over the place and even collaborated with other people, including previous events with Selfridges. Half window-dressing-masterclass and half online-vintage-emporium, if ebay are looking to revamp their image as they’ve recently proposed, they could do a lot worse than look at what Sarah has been up to.

If you are popping into Selfridges to check out the range, expect to see brands as diverse as Tatty Devine, Patternity, Swedish Blonde Design, Audrey Roger, Mell Elliot, Lynn Hatzuis, Phoebe Eason, Rina Donnersmarck, and Eley Kishimoto up there. We can't wait to go and see it!

- Naomi Attwood


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