Selfridges celebrates Indian culture with a new collection

British retailer Selfridges has joined hands with concept store Bombay Electric to launch a ‘Selfridges loves India’ pop-up store, coinciding an exhibition ‘Fabric of India’ on Indian fabrics at London’s Victoria & Albert Museum. The store is offering an exclusive sari collection.

Bombay Electric has brought an India-inspired trendy mix of ready-to-wear and accessories to the Selfridges’ offline and online consumers. The collaboration has also brought five British designers such as Mary Katrantzou, Peter Pilotto, Roksanda Illincic, Mawi and Nicholas Kirkwood on board to create their versions of scarves that can also be worn as saris. These will be retailed at both -Selfridges and Bombay Electric.

A video created to highlight the new range of offer displays models wearing the sari collection. The store will also be selling rare Indian wines and spirits along with saris and other products.

Products from pemium retailers like Harrods, Nordstrom, Neiman Marcus, Macy's, Selfridges and Saks Fifth Avenue are now delivered to savvy Indian customers at their doorsteps. Ecommerce has brought both the worlds closer.