Co.Lab concept pop-up is first partnership between a leading luxury department store and media outlet.
Sotheby’s auction house has partnered with Highsnobiety to launch a new streetwear collection as part of its pop-up concept in Selfridges.
The Co.Lab concept is running at Selfridges Oxford Street until February 9 and is the first partnership between a leading luxury department store and a media outlet.
It is described as sitting at the intersection of ‘luxury fashion and streetwear, as well as art, technology and design’, reported TheIndustry.Fashion.
The Sotheby’s Old Masters exclusive streetwear collection includes hoodies, t-shirts and sweatshirts. All include details from Sotheby’s Masters Week auction in New York, which merge great works from the 16th, 17th and 18th centuries to contemporary design.
The collection is aiming to pay homage to pre-Modern-era artworks to new buyers.
“Sotheby’s has been uniting collectors with the most remarkable and famous works of art in history,” said David Fischer, chief executive and founder of Highsnobiety. “We hope that through this partnership, we are able to introduce a new type of collector to Sotheby’s, and share the exclusive Old Master Paintings collection with people who never dreamed of owning this art.”
David continued: “Furthermore we at Highsnobiety always seek out to align our brand with the most iconic and best in every field, while surprising our audience with partnerships and collaborations that they would not expect every day.
“In that regard, Sotheby’s is a perfect fit and a brand that we are extremely proud to be working with.”
The Sotheby’s exclusive is part of a series of drops taking place during the Co.Lab residency in Selfridges. Other brands involved include Prada, Maison Margiela and Alyx by Matthew Williams, while a collection of limited edition Highsnobiety merchandise is also available.