Selected is a Danish fashion brand that offers timeless, quality pieces inspired by the simplicity of the Scandinavian lifestyle. Fenwick and Selected became partners in January this year; the styling event in Fenwick Newcastle was part of the brand’s launch across the eight Fenwick stores in the UK, aiming to celebrate the partnership and engage with consumers.
The event, hosted in The French Salon on the 1st floor of Fenwick Newcastle, welcomed guests with Nordic-inspired canapes, Hugo spritzes, and a live DJ set, creating a stylish ambience to capture Selected’s sleek Scandinavian vibe. Rails showcasing Selected pieces were on display, encouraging guests to browse and shop the collection on the night.
The panel discussion was hosted by Peter Bevan, London-based fashion journalist and stylist, in conversation with Victoria Claridge, Head of Buying at Fenwick, and Søren Riisberg, Selected’s Head of Sales. They demonstrated the compatibility of the partnership, with the brands’ values closely aligning, and gave their input on both the importance of, and growing demand for, a good-quality capsule wardrobe.
Søren explained that a capsule wardrobe should consist of pieces that can be used as widely as possible - staple pieces of clothing that can be dressed up or down and used across multiple seasons. He showcased Selected’s merino knits in basic colours, and the unwavering reliability of a quality white t-shirt. Victoria also championed the white t-shirt, specifically the affordability of Selected’s option. She claimed that it is an “easy layering piece” that can be dressed up or down, just “take off the trainer and jeans and pop on a trouser and loafer”.
Victoria explained consumers are becoming increasingly fatigued with fast fashion and are looking to invest in pieces that prioritise longevity and versatility in their wardrobe. Brands like Selected, offering quality staples at an accessible price point, are therefore ideal for today’s consumer. For example, Selected’s white t-shirt, praised by both speakers for its craftsmanship, fit, and composition, is priced at £22, making it a reasonable investment for the contemporary capsule wardrobe.
It was clear that the brand’s values were at the heart of their clothing...
As a brand, Selected is refreshingly honest about their sustainability values. Currently, 76% of their clothes are made from sustainable fibres. Søren was transparent about the brand’s sustainability, stating that they are “flawless - not at all, getting better - 100%”. It was clear that the brand’s values were at the heart of their clothing: Søren claimed that Selected releases 6 collections per year but is working on narrowing this down further, focusing on minimising waste in the industry. At a time where fast fashion brands prioritise churning out clothes in a wasteful attempt to keep up with micro-trends, it was hopeful to hear from a brand that is genuinely committed to becoming better for the environment.
The panel concluded with styling tips for a capsule wardrobe. Victoria highlighted the importance of layering specifically within the Selected collection, and demonstrated the compatibility of their knitwear range with their selection of suede and leather jackets. She stated that Selected’s barrel jeans and leather culottes are popular this season, creating timeless styles and shapes that work well with layering.
Selected is already very successful in Denmark, being represented at Copenhagen Fashion Week, so looks to continue gaining success in the UK. Søren said that the brand wants to continue hosting in-house events to get the word out and create a community which provides a nurturing consumer experience.
It was an honour to be invited to this event with The Courier, and exciting to be involved in the brand’s early days of partnership with Fenwick. The importance of sustainability and quality is a topic that will be consistently relevant to fashion, as more and more of us are falling numb to fast fashion’s temptations and opting for longevity in our wardrobes.