LONDON — Celine is returning to the French Riviera and Saint Tropez once again for the summer, but this time it’s bringing the taste of the Mediterranean sun and sea to Selfridges on Oxford Street.
The French luxury brand has taken over Selfridges Corner Shop with a golden windmill installation that carries its new Un Été Français fragrance, as well as a hammock and wooden interiors that resemble a beach club as it introduces its Ete Celine collection.
The new fragrance is also inspired by Saint Tropez.
The brand’s website describes it as “the memory of carefree vacations in the south of France, lulled by the waves and summer heat. The freedom-loving youth of the ‘new wave’ generation and its lightness of being.”
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The poetic description continued: “A breath of sea air lingers around the gorse’s little golden flower, radiating the delicate scent of coconut, heightened by the sparkle of neroli and the bitter-sweetness of petitgrain. The freshness of waves that awakens a golden skin, languishing in the sun under a pure blue sky. While powdered vanilla gently emerges to prolong the soft summery accord of gorse in its trail.”
The scent’s notes include bergamot, petitgrain, neroli, gorse and vanilla accords.
The pop-up will be in place until May 16 and customers can shop from the brand’s ready-to-wear collections as well as more summer-based pieces such as a monogrammed bucket hat or its new Camille bag that’s made out of calfskin leather with a gold turnlock closure.
Ice cream and lemon sorbets in Celine cups were being served at the Selfridges Corner Shop and beverages with ice cubes shaped after the brand’s Triomphe logo.
