The Selfridges Corner Shop is kicking off the year with the debut of its first pop-up with On.
The brand has taken over the ground floor space with a minimal set, adding splashes of neon green by way of a geometrical sofa and window display, while FKA Twigs’ The Body Is Art, Part II campaign is displayed on digital screens.
“We’re excited to bring On’s spring and summer 2025 training range to life in such an iconic space. This pop-up creates a unique opportunity to connect with the Selfridges community and visitors from around the world, while showcasing our campaign in an inspiring environment,” said Bianca Pestalozzi-Houchangnia, general manager for EMEA at On.
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The pop-up will stock the train-T for men, the train 2-in-1 crop for women’s and the train shorts, while the Cloud x 4 and Cloudnova X footwear will be the stars of the pop-up.
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The Cloudmonster 2 and Cloudeclipse will also be on display with pieces from the accessories range.
The brand said the pop-up at Selfridges adds to On’s “growing presence in the U.K.” following its flagship store opening on Regent Street in February 2023 and a second store in Spitalfields in November 2023.
On Holding, which got its start as a running shoe brand, has been working to increase its apparel sales, which currently account for around 10 percent of overall sales. In addition to FKA Twigs, the company also has a relationship with Zendaya who has also be featured in its clothing in recent campaigns.