The Australian womenswear brand has launched a pop-up space at London’s Selfridges store that houses its spring/summer 2021 collection.
The pop-up is located on the designer studio floor of Selfridges and showcases the brand’s The Optimisit collection. The collection features architectural suiting as well as belted robes, smocks and voluminous sundresses in a palette of painterly bright colours and neutrals.
“I am so thrilled to be launching Oroton at Selfridges,” said Oroton Creative Director, Sophie Holt, in a statement. “More than ever, it’s about seeking out moments of escapism and looking to the future, and I’m particularly excited to be launching this collection with its feeling of confidence and light.”
The collection itself channels Holt’s ethos of finding joy in small pleasures through minimalist aesthetics and clean-lined shapes. Plaited straps are utilised to accentuate day bags and lunar-style padding is used on oversized bags. Meanwhile, lacework doilies accent dresses and strong suiting edged with rickrack trim. Materials including leather, silk and linen are all utilised in the collection.
