Harrods opens charity designer pop-up in Marylebone
Harrods is back with its groundbreaking luxury charity pop-up store following last year’s debut opening. For 2019, it’s running a one-month-only pop-up shop featuring an edit of major designer brands, in a retail space donated by Howard de Walden Estates in the heart of Marylebone, London.
In 2018, the inaugural Fashion Re-Told in Sloane Street raised over £110,000 for the NSPCC and the company will be supporting that charity again this time.
The new shop opens on Thursday, May 2, at 51 Marylebone High Street and will be open until June 2.
The retailer said that “the ambition is to reimagine the parameters of a charity store by replicating the luxury shopping experience customers receive when they visit Harrods.”
It comes as consumers are increasingly expecting the stores they deal with to ‘give back’ to the community and also as resale comes into sharper focus as a more sustainable way of accessing high-end fashion.
The new pop-up space has been designed and created by the retailer and “is inspired by an English summer garden.” It features what we’re told is “a showstopping floral entrance” designed by high-end florist Flowerbx, and is scented by NSPCC supporter Jo Malone London.
It will be staffed by Harrods and NSPCC volunteers and will offer a curated edit of “new and pre-loved designer womenswear, menswear, childrenswear and accessories donated by brands such as Stella McCartney, Chloé, Self-portrait, Calvin Klein and Ralph Lauren.”
And in order to drive interest in the project, the shop will also host pop-up events, talks and workshops for the public. All of the money generated by Fashion Re-Told will go directly towards NSPCC services in London.
Harrods MD Michael Ward said that the retailer “is synonymous with luxury retail, and with Fashion Re-Told, our ambition is to change the public’s perception of charitable shopping by offering a Harrods-level of service, product range and shopping experience. We want customers to leave not only knowing that they have raised money for a hugely important cause, but also having bought a luxury item and experienced a truly unique shopping experience.”
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