Elton John at The Selfridges Corner Shop takes a bow

Bravado has collaborated with Selfridges on a new Elton John bespoke retail experience.

Elton John at The Selfridges Corner Shop has been transformed into a glittering reimagining of the star’s world where customers can explore his archive, shop and celebrate.

The bespoke installation – which opened on 20 March and will be in place for four weeks – is home to iconic archive costumes ranging from a designer Nudie Cohn rhinestone suit to Annie Reavey and Bill Whitten’s Workroom 27 awe-inspiring outfits and framed prints of legendary shows.

With Elton’s Farewell Yellow Brick Road UK tour coming to London from 2 April, Selfridges customers can discover limited edition fashion, accessories and lifestyle collaborations.

Highlights include Elton x Selfridges tour merchandise, Elton John Eyewear, an exclusive ‘MORE ELTON’ collection by Christopher Kane’s MORE JOY collection and a reissued polka dot suit made for Elton by Richard James.

There will also be exclusive product from KidSuper and FPM Milano, limited edition bottles of Champagne from Moet & Chandon, an Elton-inspired candle by CENT.LDN and playful plates by independent ceramicist Laetitia Rouget featuring song titles.

Dr Martens will also be on-site offering fans personalised versions of the 1460 boot, inspired by Elton’s Pinball Wizard outfit.

In addition, to celebrate the Honky Château 50th anniversary edition, The Selfridges Corner Shop will be the only in-store physical retailer stocking the limited edition gold LP, with a limited 100 copies signed by Elton himself.

“It’s a testament to the continued legacy that Elton John has, and the esteem that he is held in, that when we reached out to brand partners for collaborations to showcase Elton’s incredible career, we had an amazing response from everyone,” Keith Taperell, vp retail and sales at Bravado, told LicensingSource.net. “The dedication put in by the brands involved has been outstanding. To be able to bring new and innovative products to the fans has been a real highlight. Across fashion with KidSuper, Richard James, More Joy and Dr Martens; food and beverage with Moet & Chandon and Charbonnel & Walker; and accessories brands such as Cent LDN, FPM Milano and Laetitia Rouget – to name just some of the many partners involved.

“A big thank you to all brands for helping us dedicate Elton John’s career in such a great fashion.”

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