ERDEM just announced an immersive new pop-up installation at Selfridges London, located in the 2nd floor atrium and open from Monday, 4 August through mid-September. The installation offers a closer look at the creative influences behind the Autumn Winter 2025 runway collection, developed in collaboration with British contemporary artist Kaye Donachie.

The space brings together ERDEM’s signature blend of poetic, modern femininity with Donachie’s soft, dreamlike visual language. Oversized printed panels display Donachie’s expressive artwork, including reinterpretations of portraits of Erdem’s own mother. Sculptural plinths wrapped in her abstract brushwork serve as displays for ERDEM jewellery and the Bloom bag—making its debut at Selfridges.

Blurring the lines between art and fashion, the installation showcases a curated edit of pieces from ERDEM’s Pre-Fall and Autumn Winter 2025 collections, ahead of the brand’s Spring Summer 2026 show at London Fashion Week on 21 September.