Tongue-in-Chic: Selfridges Opens a Joke Shop at the Corner Shop

LONDON — Selfridges is embracing British humor with a new concept at its The Corner Shop.

The Joke Shop pokes fun at fashion cliches and is in on the laugh until March 30 in its London store.

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On the shop floor, customers can get in on the joke by purchasing items that feature elements of comedy, from slogan T-shirts and fart cushions to fashion items designed by the likes of Adam Jones, Corrina Goutas, Judith Leiber, Puppets and Puppets, Anya Hindmarch and Cowboys of Habit.

The Joke Shop at Selfridges Corner Shop
The Joke Shop at Selfridges Corner Shop.

Items range from 99 pence on the shop floor to extravagantly priced pieces that some may find either offensive or laughable.

“Creativity and fun are part of our brand DNA, brought to life through destinations and experiences that make the world brighter. The Joke Shop at Selfridges draws inspiration from local joke shops across the country, as well as the tongue-in-cheek aesthetics we’ve seen and loved this season,” said Laura Weir, Selfridges executive creative director.

“We’re transforming our Corner Shop into a shoppabe comedy store, with windows celebrating the best British jokes and larger-than-life art commissions. We want to raise a smile and make mischief in a way that can be enjoyed by everyone who visits us,” she added.

The Joke Shop at Selfridges Corner Shop
The Joke Shop at Selfridges Corner Shop.

In February, Martine Rose took over the Selfridges Corner Shop with her debut collection for Clarks as the brand’s first-ever guest creative director.

The experiential pop-up space had been transformed into a series of nostalgic bedrooms by set designer Polly Philp called “Coming Up Roses.”

Rose said she wanted to evoke a sense of familiarity and comfort, qualities that Clarks was known for in the 1980s when it prided itself on being as cozy as a luxury mattress.

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