Pull&Bear and BFC's NEWGEN initiative lands at Selfridges

Innovation, emerging talent and streetstyle merge in a unique pop-up that will be open until 3 March.

Pull&Bear, a global benchmark in youth fashion, continues to strengthen its commitment to the emerging industry and arrives at the iconic London department store through its Canvas for Creativity initiative. It features the capsule collections of two designers from the programme: Chet Lo and Johanna Parv.

Located on the third floor of Selfridges, in the Womenswear Designer Studio section, the pop-up becomes the epicentre of contemporary design. There, the collections are available in limited edition, and explore the concept of avant-garde through a fresh and accessible look, fusing creativity and innovation with excellence.

For this special occasion, Johanna Parv opts for functional garments for everyday wear, with technical fabrics and a degraded palette of sombre colours. For his part, Chet Lo ventures into structured silhouettes and daring details that take over pieces such as the cropped bomber and ultra baggy trousers.

If you’re in London this week, don’t hesitate to come and discover this special place.