VETEMENTSxHarrods

Harrods has unveiled a new campaign in its Brompton Road Exhibition windows, celebrating the arrival of VETEMENTS in store. The brand has opened a womenswear boutique within Harrods Superbrands on the first floor as well as a VETEMENTS Menswear boutique on the lower ground floor.

'The main purpose of making this installation is to raise awareness and to remind the general public about the issue of over production, in order to start a proper and honest conversation regarding this issue and its effect on the planet. After the oil industry, fashion is the second biggest pollution industry in the world and over production is one of the biggest environmental problems of today. More than 30 per cent of merchandise produced by fashion brands are never sold and end up in landfills.'

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Alex Wells Greco, head of visual merchandising at Harrods, adds: 'The installation is the first of its kind within the UK, and it is very exciting to use our Exhibition windows for such an innovative concept. We hope that this eye-catching display will inspire those passing our windows to consider giving their pre-loved clothes a second life, while also benefitting a great cause.'

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Guram says the project with Harrods is 'phenomenal' due to the fact that Harrods employees (more than 4,000) have been invitied to donate their personal clothes for the installation. 'We want to encourage everyone to bring and add their clothes to the installation. All the donations from Harrods employees as well as of everyone who wants to join will go to NSPCC, the UK children's charity,' says Guram.

'In a very fast world, the fashion tends to be fast too. We like the idea of slowing down. We like the idea of slow fashion to buy less, buy quality and buy long-term. After the installation at Harrods, we are taking the concept to local communities worldwide to raise further awareness. We are planning up to 50 different installations popping up globally this year.'

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