The iconic Selfridges store in London has been transformed into a vibrant showcase of Olympic spirit thanks to a collaboration between Nike and Jacquemus. The ground floor of the historic flagship now features a stunning metallic changing room installation, complete with an eye-catching oversized red Le Swoosh bag from the collection.
Simon Porte Jacquemus, the visionary behind the French fashion label, shared his inspiration for the collection, saying, “This collection is born from the inspiration I find every day in Paris and in Nike’s athletes and the sports references I have always loved. My favorite part of the process is always research and development, and to dig into the Nike archives. I also collect a lot of vintage Nike on my own, it inspires me a lot in the process.”
The Orchard Street window display continues the athletic theme, resembling a gym locker room with oversized items such as a silver dumbbell, skipping rope and shake bottle. This unique presentation is perfectly in line with Jacquemus’ signature style of larger-than-life activations.
One of the standout pieces from the collaboration is the reimagined Air Max One sneaker, which features a sleek metallic twist and mesh fabric.
Jacquemus expressed his admiration for athletes, saying, “To me there is nothing higher than athletes, they are living gods. Beyond their style, they embody values that fully connect in terms of achievements. It was important to me to celebrate global sport icons such as Serena. Her star power as an athlete is unparalleled. She has paved the way for a new generation to redefine winning on their own terms.”
To unveil its third collaboration with Nike, Jacquemus enlisted the star power of Serena Williams, Beatriz Hatz, Lila Moss, Manu Rios and many more in a massive and fun campaign that took over Paris and marked the designer’s directorial debut.
Read more: Nike x Jacquemus launch third collaboration celebrating Parisian style and sport
