German department store Karstadt celebrates London Fashion Week

German department store Karstadt, is embracing British high street fashion, as it launches its Feel London campaign nationwide.

Karstadt, one of Germany’s largest department stores, kicked off it’s month-long Feel London campaign on Wednesday 4th September. The campaign sees the retailer showcase fashion from renowned British high street stores such as TopShop and TopMan, as part of a celebration of British style in 83 stores across Germany, including their flagship stores in Düsseldorf, Berlin, Frankfurt, Hamburg and Munich.

The Feel London campaign coincides with the unveiling of Karstadt’s refurbished Dusseldorf store. It is hoped that bringing modern London fashion to Karstadt stores, with allow the department store to make a name for itself as an international store of young, contemporary fashion. Karstadt is embarking on large a re-branding and refurbishing programme, balancing reinventing their stores for a younger more fashion conscious market, whilst being loyal to it’s millions of customers.

Karstadt has announced that the likes of TopShop, TopMan and All Saints will be launched in their stores, along with fellow British high-street brands including: New Look, Lipsy, Dune, Karen Millen, Radley, Ben Sherman and Whistles, as part of their Feel London campaign. Karstadt has also teamed up with London brand partners Fashion Fringe who have selected three designers to create a range of products to represent Feel London, whilst Central Saint Martins have enlisted students on their Graphic and Communication Design programme to oversee branding and promotional window displays for the campaign.

Speaking of the German department stores’ decision to embrace London Fashion, The Mayor of London Boris Johnson said: “I am thrilled that Karstadt has selected London as the theme of it’s major 2013 promotion in September. Feel London will be a celebration of all things that make our city so dynamic and exciting.”

Arguably the main attraction of the Feel London campaign will be the Rolling Stones pop up shop. After the success of the pop up shop in Carnaby Street last year to celebrate the Rolling Stone’s 50^th anniversary, Karstadt will be honouring the band through their own pop up shop featuring an array of 50^th anniversary products, archive collections and the popular GRRR! range of clothing.

The Feel London campaign launched on 4^th September at Karstadt’s Düsseldorf store. As well as a celebration of British fashion, the Feel London launch event celebrated British music, with the winner of The Mayor of London’s Big Busking competition playing alongside carefully selected upcoming London artists. Stars such as the likes of Dita Von Teese, Jade Jagger and Poppy Delevinge all attended the launch.

The new Feel London collections are now available across Karstadt stores all September, as well as online.

Victoria Beckett

To view Karstadt’s Feel London campaign collection visit here.

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