It’s already been a pretty major year for rising designer Daniel w. Fletcher. Having kicked things off with a nomination for the prestigious LVMH prize, he is now celebrating his first UK stockist– Liberty – with a pop-up at the historic department store.
To celebrate, today Fletcher exclusively shares stills from his SS17 film, STAY, which just been shortlisted for the Berlin Fashion Film Festival and ASVOFF (Diane Pernet’s A Shaded View Of Fashion Film festival. Fletcher’s film spins off Brexit, and the politically-charged context that framed Fletcher’s SS17 collection. For the designer, who often draws from the current social and political climate, using his SS17 collection and film to make a stand came naturally. He says the Liberty pop-up, which features flags used in the film, is the next step.
“The pop-up was designed as a continuation of my SS17 STAY film, which saw a group of young guys create an anti-Brexit protest. The idea for the shop space was that these same guys still wanted to have their voice heard, despite THAT referendum result, so have used the same flags and banners and suspended them throughout the store, so it’s really about not giving up.”
Though Fletcher is stocked internationally at Opening Ceremony in NY and LA, Beams in Tokyo and more, Liberty marks his first UK stockist – and it’s a big moment for the South London hailing designer.
“I really love the Liberty store, I remember visiting it as a kid when I would come to London with my family and being amazed,” Fletcher said. “There’s so much history there it’s a huge honour to be adding my part to the story, especially as my first London stockist.”
Daniel w. Fletcher’s pop up is at Liberty, Carnaby Street, London W1B 5AH until mid-May. Following that, the designer’s collection will be stocked continuously at the store, starting with the SS17 collection.