London’s Selfridges to host new Etro pop-up store 

The retail space, dedicated to accessories, champions the brand’s craftsmanship and presents two exclusive upcycling versions of Etro’s handbags.

Accessory lovers, rejoice! Italian heritage brand Etro is opening a new pop-up store at the historic Selfridges department store in London.

Entirely dedicated to the accessories collection, the space showcases exclusive interpretations of the Etro handbags crafted from deadstock fabrics. Specifically, the Love Trotter and Bond styles embody a craftsmanship approach focused on consumption containment and the creative reuse of recycled materials.

Etro Bond Bag

The selected models for Selfridges are crafted from deadstock fabrics from Etro’s archive adorned with bouquets of spring flowers, micro-patterned tie motifs, and traditional paisley prints that reflect Etro’s DNA and heritage, paying homage to the brand’s history and its roots.

The Love Trotter tote bag with Pegasus embroidery is presented in a new jacquard texture with delicate blossoms, while the Bond Bag introduces a soft, quilted silhouette accented by a chain strap with fabric braiding.

Etro Love Trotter Tote

This project continues the path set by the launch of the Love Trotter bag at Marco De Vincenzo’s first fashion show for Etro, followed by a series of special limited editions, such as the one dedicated to Tokyo for the Isetan pop-up store opening in 2023.

Along with the upcycled selection curated for Selfridges, the pop-up display will also feature the iconic Vela Bag in calfskin leather in classic blue, black, and gianduja tones. The new Etro pop-up at Selfridges will be open from July 1st to August 12th as part of a series of international pop-up openings that will also extend to various cities in Germany and Asia.

by Chidozie Obasi