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Instagram chooses Selfridges for pop-up

Customers shopping in Selfridges flagship store on London's Oxford Street between 5th-15th December are invited to experience a pop-up concession 'The Instagram Edit'. It will feature a curated offering of Instagram-first fashion, jewellery, beauty and homeware brands to provide shoppers with an in-person Shopping on Instagram experience. Those strolling past the store will also be able to see a digital window display where they can take control and reveal each of the eight brands featured in the pop-up store.

Brands have been a key part of the Instagram community since our launch and Instagram has always been a place to discover and be inspired by businesses of all sizes," said Eva Chen, Instagram fashion director. "Today, 90 per cent of people follow a brand or business. The Instagram Edit@TheOfficialSelfridges brings to life some of the beloved brands that were built on Instagram in an iconic setting just in time for Christmas."

Sebastian Manes, executive buying director, Selfridges added: "Instagram is a constant source of information for our Selfridges community, as a way to discove and connect with brands and also individuals from around the world, as well as acting as a barometer for what's new and next in fashion, beauty and style."

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