HARRODS x FITNESS ON TOAST!

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I’ve written previously about how the high street is quickly transforming itself into an involving, curated experience with department stores leading the way; what was once a drab array of shopfronts shifting stacks of ‘inventory’ has been magically re-imagined into museums of retail, dusted with both technology and human intrigue, in equal measure. There are digital installations, interactive experiences, and products that can speak to consumers like never before; and without exception for decades, nobody has performed this ever-changing ‘theater of retail’ better than Harrods, the world-class epitome of both Britishness and Luxury. When they asked to me to help design their January campaign ‘Happy New You, I was overwhelmed. The trend I’d identified almost 4 years ago in this early blog post has gone full mainstream, and now I had the opportunity to style the 2017 Fitness Looks for Harrods on their 5th Floor Sports department! Click MORE to see what I came up with…

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Faya Fitness On Toast Faya Harrods Its All Good January Campaign Fit In 3 Book Luxury Athleisure Activewear 5th Floor Sports Clothes_

THE ICONIC LANDMARK

First off, for those readers who haven’t been, Harrods is simply a must when you visit London; you’ll thank yourself for it. Likewise, if you’re a local and just haven’t been for a while, I’d recommend revisiting as it’s constantly reinventing itself. Even if you have no intention or need to shop, simply strolling around gathering inspiration, admiring the ornate and cavernous chambers including the food halls, Laduree (for the obligatory macaroons), the tea room, the Moroccan spa, the accessories, countless restaurants… it is a full day experience, and will inevitably leave you full with ideas and energy to accomplish them. One of my favorites is discovering new ingredients in the food halls, the fish section or stopping for a bite to eat at Bentley’s Sea Grill…

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JUST GIVE ME THE FACTS…

OK, here are some things you might not know; since 1849 it’s been the luxury department store, with seven floors of exquisite collections spread across almost 5 acres of land in prime Knightsbridge. That’s over 1 million square feet of selling space and over 330 departments to wander, and you’ll be sharing it with 100,000 other customers on any given day – though that figure trebles over Christmas time! The store started as a tea and grocery shop in Stepney 15 years earlier and installed the first escalator in the country just before the start of the 20th Century. There are 12,000 bulbs making up the beautiful lattice of light surrounding the building, and it’s believed that a long-suffering maintenance gentleman has to change some 300 of them every day!

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WHAT ABOUT YOUR CHOICES?

Aside from the likely chances of getting lost in one of the labyrinthine halls, should you wander up to the fifth floor, you’ll find a 20m aisle of my favorites in the Sports section; this is my Fitness On Toast Pop-up, in which I was tasked with curating my favoured fitness looks from any of the sports luxe brands Harrods stock – full carte blanche! Resisting the urge to go ‘out there’ I was mindful to style looks that were real, subtle, actually wearable, but which were punctuated with luxurious details and motifs with pops of colour. I feel that the era of the obvious and loud all-neon sportswear look is [thankfully] behind us, and the current gym-goer wants something slightly more gentle and sophisticated, something tailored and neat, which perhaps speaks of a tastefully executed and high-quality alternative to casual wear. The result is a host of looks which definitely speak of sharp-silhouetted activewear and ones in which you’ll (hopefully) feel a million dollars! Pop in and see for yourself :)

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BOOK ‘EM…

I am so honored to be part of the campaign for this unique institution! To see my book Fit In 3 stocked in Harrods on a mirrored plinth reminded me of my younger 6-year-old self, wandering the store in awe holding my dad’s hand. That little girl says a huge thank you too!

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I WAS WEARING

Bag: Sac De Jour – Saint Laurent – £1985.00
Trousers: Grey Suede Pants – Sanne Alexandra – £39.21
Jacket: Women’s Shearling Biker Jacket – Maniere de Voir – £75.99
Boots: Otto boots by Dune – £48.00
Scarf: Louis Vuitton