Brand Snapshot | Fashion Re-Told, London’s most luxurious charity pop-up, launches in Marylebone
The charity pop-up is brought to life by Harrods and Howard de Walden estate in aid of the NSPCC.
Fashion Re-Told, London’s most luxurious charity pop-up, launches for a second time today, once again raising vital funds for the NSPCC. For one month, Harrods is dedicating its authority and expertise in luxury retail to host an edit of leading designer brands, in a retail space donated by Howard de Walden Estates in the heart of Marylebone.
In 2018, the inaugural Fashion Re-Told in Sloane Street raised over £110,000 for the NSPCC. This year, the ambition is to reimagine the parameters of a charity store by replicating the luxury shopping experience customers receive when they visit Harrods. The pop-up space, which has been designed and created by Harrods, is inspired by an English summer garden. The store features a showstopping floral entrance designed by luxury florist former Walpole Brand of Tomorrow FLOWERBX and is scented by NSPCC supporter – and Walpole member – Jo Malone London.
With Fashion Re-Told, our ambition is to change the public’s perception of charitable shopping by offering a Harrods-level of service, product range and shopping experience.”
– Michael Ward, Managing Director of Harrods and Chairman of Walpole
The pop-up, which will be staffed by Harrods and NSPCC volunteers, will retail a curated edit of new and preloved designer womenswear, menswear, childrenswear and accessories donated by brands such as Stella McCartney, Chloé, Self-portrait, Calvin Klein and Ralph Lauren.
The shop will also host pop-up events, talks and workshops for members of the public. Every penny generated by Fashion Re-Told will go directly towards the NSPCC’s vital services in the capital, helping to support children in London and protect them from abuse and neglect.
Michael Ward, managing director of Harrods, and Chairman of Walpole said: “Harrods is synonymous with luxury retail, and our employees are the industry leaders in designing and delivering the most luxurious shopping experiences for our customers. With Fashion Re-Told, our ambition is to change the public’s perception of charitable shopping by offering a Harrods-level of service, product range and shopping experience. We want Fashion Re-Told customers to leave not only knowing that they have raised money for a hugely important cause, but also having bought a luxury item and experienced a truly unique shopping experience.”
Peter Wanless, NSPCC chief executive officer, said: “Following the success of last year’s Fashion Re-Told, we are really excited to be working with Harrods to launch London’s most luxurious charity pop-up for the second year in a row. They continue to show a real dedication and commitment to helping children in the capital. We know that in the average primary school class, at least two children have suffered abuse or neglect – something that is unacceptable. The funds raised by Fashion Re-Told and our ongoing partnership with Harrods will help to provide vital support for children, so they don’t have to face abuse alone.”
The NSPCC is Harrods’ long-standing charity partner, and has already raised £800,000 to help fund the charity’s services in London. Harrods and the NSPCC will continue to work together to help give every child in London a voice. Proceeds from this year’s Fashion Re-Told will go towards the NSPCC’s work in the capital, helping to fund Childline, Speak Out, Stay Safe, school assemblies and NSPCC service centres.
Fashion Re-Told will open its doors from 2nd May to 2nd June, at 51 Marylebone High Street.
Information on brands and events taking place at Fashion Re-Told will be updated on www.harrods.com/fashionretold , so please check often for updates.