Swedish trend label Djerf Avenue, based by content material creator and entrepreneur Matilda Djerf, is returning to London for its second UK pop-up. The model will take over house at Selfridges on Oxford Street from 17 November to 28 January 2026.
Following the success of its first London pop-up in Covent Garden final 12 months, the brand new set up presents followers one other alternative to expertise the Djerf Avenue world in individual. Visitors will discover a specifically curated number of the model’s ready-to-wear clothes, together with bestselling robes, basic tailor-made units, new arrivals and seasonal favourites.
“This collaboration feels like a dream come true,” stated Matilda Djerf, Chief Creative Officer and co-founding father of Djerf Avenue. “Our first pop-up in London was such a special experience, and I am so excited to create another magical moment for anyone interested in our brand.”
The Selfridges pop-up marks Djerf Avenue’s fifth international pop-up, following profitable stops in New York, Stockholm, Los Angeles, and London. It displays the model’s rising worldwide group.
Founded in 2019 by Djerf and her companion Rasmus Johansson, Djerf Avenue has develop into recognized for timeless, minimalist ready-to-wear and has expanded into haircare and styling merchandise by means of Djerf Avenue Beauty. The model has constructed a loyal following worldwide, helped by Djerf’s affect on social media, together with 2.7 million Instagram followers.
Last 12 months’s Covent Garden pop-up celebrated Djerf Avenue’s fifth birthday and featured festive touches together with Swedish bakery treats, hair styling stations with Dyson Beauty utilizing Djerf Avenue merchandise and weekend Essie manicures. While the Selfridges pop-up will not be vacation-themed, it continues the emphasis on experiential retail to carry the model’s group collectively to expertise it in individual.