We’ve already reported on the new trend for ‘low-fi living’ – the LA movement towards a simpler, less tech dependent life that A-listers including Kate Moss have already adopted – but now fashion’s getting in on the low-fi act as Selfridges launch their new De-Branded collection. As part of the department store’s ‘No Noise’ initiative, labels including Acne, Tom Bins and Levis have stripped their logos from their iconic designs to promote a ‘purer approach’ to fashion. From Acne’s S/S 2013 hit MUSIC and COLLAGE de-sloganed tees to classic 501s, these limited edition pieces are the quintessential ‘in the know’ buys.
Sitting alongside these iconic pieces in store and online, the ‘Quiet Shop’, will stock host of de-branded beauty and lifestyle products as well as an edit of traditionally anti-fashion brands including Maison Martin Margiela and Ann Demeluelemeester. And elsewhere instore you’ll find The Silent Room – complete with a mobile phone and shoe ban – and pods delivering meditation messages from Headspace – the revolutionary mindfulness gurus who are on a mission to make meditation fit in with modern life. So limited edition fashion icons with an added dose of tranquillity – what more could you need for a fresh start to your new fashion year?
Guess the brands of our favourite De-Branded products below!
a. Selfridges carrier bag
b. Clinique moisturising lotion
d. Beats by Dr.Dre headphones
e. Heinz ketchup
f. Levi’s 501s
g. Heinz baked beans
h. Crème de la Mer moisturising cream
Answers: 1h, 2g, 3d, 4e, 5f, 6a, 7c, 8b
By Katherine Ormerod