Farm Rio adds Selfridges pop-up to London store rollout

Fashion Network

14-05-2025

Fresh from opening a store on Carnaby Street last week, Farm Rio is on an opening roll. As promised, the Brazilian fashion brand has now opened a space at Selfridges flagship London store, albeit on a temporary basis.
The immersive pop-up experience, created in collaboration with the Brazil-based design studio Estúdio Campana, is more than just a retail space, we're told.
The initiative, 'driven by a deep sense of purpose and shared values' highlights the 'beauty of Brazilian heritage, commitment to nature, and the transformative power of art'.
It also reaffirms Farm Rio's identity as a 'global lifestyle brand dedicated to sharing Brazil's natural and cultural richness with the world'.
Taking up 732 sq ft on the third floor, as well as occupying two main entrance windows and four additional secondary displays, all the areas have been transformed into art installations, 'woven by a single creative thread: the organic forms and enduring beauty of a living forest, all crafted from materials with deep cultural significance'.
Wicker, for example, the primary texture used in the project, is 100% natural, handmade, and widely popular in Brazilian furniture. As with 'amarradinho', an accessible technique of intertwining fabric scraps found in family homes across the country's northeast.
For Farm Rio's creative director, Kátia Barros, it represents 'the realisation of a long-held dream: to have a tree inside one of the brand's stores'.
The pop-up's main purpose is, of course, to feature pieces from the brand's Summer 25 collection, including a variety of sundresses, graphic T-shirts, tailored minis, vacation-focused sets, and a line-up of shoes and bags.
The 'Tropical Maximalism' capsule takes over the window displays, 'giving fresh, sophisticated directions to iconic motifs like toucans, pineapples, and banana leaves'.
The assortment also highlights a curated selection of Brazilian artworks, lifestyle essentials, and exclusive pieces designed especially for Selfridges, like 3D dresses and printed souvenirs.