Newly appointed Principal Partner of LFW, 1664 BLANC arrives in the UK this season with a series of design-led experiences at Selfridges London celebrating 40 years of LFW. 

From Tuesday 13th February to Tuesday 27th February, in line with LFW (which runs from Friday 16th to Tuesday 20th), 1664 Blanc will launch with a striking glass deconstruction of the 1664 Blanc bottle in two of the department store’s Duke Street windows, as well as a contemporary cobalt blue interactive tabac style kiosque serving 1664 Blanc and Parisian treats. A limited edition Blanc newspaper, “Le Journal Bleu” detailing news from LFW and exclusive interviews with British Fashion Council NEWGEN designers will also be available.

As part of the partnership, 1664 Blanc will host a rich fashion programme in the Cinema at Selfridges. Talks by BFC NEWGEN designers Tolu Coker, Saul Nash and 1664 Blanc brand partner, Aaron Esh, will each offer a sneak peek at their new AW24 collections straight from the catwalk, as well as panel discussions with industry insiders and workshops with London’s best stylists and trend forecasters. 

Popping up with a burst of cobalt blue at Selfridges Duke Street entrance, 1664 Blanc will offer a stylish seat to those looking to soak up the capital’s atmosphere. Those stopping by can unwind with a bottle of the super premium French beer at Blanc’s designer kiosque of the future - a modern take on the French tabac - which is set to be a favourite destination this LFW. Style and fashion enthusiasts can enjoy Le Journal Bleu, the bespoke newspaper designed especially for the Blanc bar and full of fashion week features. Adding to the excitement, the brand will be found in two of Selfridges’ highly esteemed window displays with an infinity installation that will showcase Blanc’s super premium offering. 

With something for everyone, from creatives to stylists to culture vultures and more, 1664 Blanc will also be giving fans of award-winning designer Aaron Esh the chance to purchase a limited-edition Blanc cobalt blue merino wool scarf designed for the partnership and sold exclusively at Selfridges when purchased with 1664 Blanc. 

Elevating everyday shared moments through great taste, 1664 Blanc’s unique flavour profile features delicate touches of citrus fruits that echo the deluxe finish of champagne, refined and refreshing, brewed with a dash of French joie de vivre, creating an exceptional drinking experience. 

The activations are part of LFW’s City Wide Celebration which honours London's creativity and innovation with an exciting programme of 500 events and activations open to the public across 180 brands. With 2024 marking 40 years of LFW, the year will celebrate London’s position as a world leading cultural capital and its creative community.

1664 Blanc will be available to purchase in the Food Hall at Selfridges from February, for more information on the experiences during fashion week, visit @1664ukblanc and Selfridges.com. 

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