Launch of new collection has also seen retailer’s logo get a heavy metal makeover.
Rock band Metallica has teamed up with Selfridges for the launch of a new capsule collection.
The band – along with the creative team behind SSS World Corp – has joined forces with the London department store to create a capsule collection of apparel and accessories using pieces from the band’s archive.
The range, which is available online and in-store, is comprised of outerwear, jumpers, hats and socks.
The launch even saw the Selfridges’ logo get a heavy metal makeover.
Selfridges announced the collection on the first day of London Fashion Week with a guerrilla moment in the Oxford Street store.
Following an audio introduction from Metallica’s Lars Ulrich, ten models stormed the Beauty Hall to For Whom The Bell Tolls, dressed head to toe in the Metallica collection.
The line officially launched on October 20, two days ahead of Metallica’s UK leg of the current tour.
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