Daniel W. Fletcher pops up at Liberty.
It has been a few weeks since we profiled menswear designer Daniel W. Fletcher, the Central Saint Martins graduate who honed his skills at Louis Vuitton, Lanvin, Victoria Beckham and Burberry before launching his own eponymous line. After hosting his own London pop-up in Covent Garden last year, he is celebrating his first UK stockist – the iconic Liberty department store – with a pop-up space in the menswear basement.
Keeping with the theme of the protest-style presentation that he used to debut the collection last summer, on the eve of the EU referendum, Liberty’s Tudor revival staircase has been decorated with flags and banners with the designer’s initials, as well as slogans including ‘London’ and ‘Stay’. The four-week pop-up will house the summer ‘17 collection before his AW17 collection hits the rails on the menswear floor.
Having been in conversation with Liberty since the store bought his collection, Daniel wanted to do something special and was given freedom to impart his vision on the space. His popular pyjama shirts, soft tailoring and sportswear influences complement the stripes, prints and nostalgic palette.
“I’m hoping that some of the more interesting styles from the collection will tempt customers in the pop up,” the designer said ahead of its launch. “I know myself it can be difficult to commit to shopping online for something at a high price point or in an unusual shape when you can’t try it first.”
Already a favourite of many famous faces including Harry Styles, the Northerner hopes that Liberty will open up doors to customers from around the world, pushing his brand to a wider audience. His AW17 collection shows a maturity with more formal pieces and this is something that he plans to continue and develop when he shows his next collection at London Fashion Week Men’s in June.