Represent Woman Makes Its Mark with Selfridges Pop-Up Launch

Luxury streetwear brand Represent is making a bold leap into women’s fashion with the official debut of Represent Woman. Marking this expansion in style, Represent has launched a six-month pop-up store at Selfridges’ London flagship, reinforcing its commitment to evolving beyond its menswear heritage.

The pop-up, which opened its doors on February 10, 2025, is located on the third floor of Selfridges’ prestigious womenswear section, spanning 650 square feet. The store design reflects Represent’s signature minimalist aesthetic, featuring brushed silver railings, cement finishes, and a monochrome palette—an embodiment of the brand’s modern and sophisticated identity.

A Defining Moment for Represent

The launch of Represent Woman is more than just the introduction of a new fashion line—it symbolizes Represent’s growing presence in the world of high-end streetwear.

Toni Purdie, Head of Womenswear at Represent, called this a “landmark moment”, highlighting the team’s dedication and vision in making this collection a reality.

For George Heaton, Represent’s founder, this expansion is a natural step forward. “Represent Woman is a project that’s been in development for some time, and with our rapid growth over the past four years, now feels like the perfect time to introduce it,” Heaton said.

CEO Paul Spencer echoed this sentiment, emphasizing that Represent Woman is set to be a major player in premium womenswear. “Our womenswear team has been instrumental in shaping this collection. We’re positioning Represent Woman as a leader in high-end fashion,” Spencer stated.

Overdrive: The Debut Collection

The Overdrive Collection is the first womenswear release from Represent, now available both at the Selfridges pop-up and online. While the brand has yet to unveil full details on specific pieces, early reactions suggest the collection blends Represent’s signature boldness with high-end craftsmanship—delivering edgy yet effortlessly chic designs.

Launching at Selfridges underscores Represent’s ambition to compete alongside the most prestigious luxury fashion houses. As one of the UK’s top retail destinations, Selfridges offers the ideal platform to introduce Represent Woman to a discerning and stylish audience.

A New Era for Represent

This pop-up represents more than just a retail space—it’s a powerful statement of intent. From its sleek aesthetic to the bold ambition behind the launch, every detail reflects Represent’s commitment to quality, innovation, and an uncompromising vision.

For fashion enthusiasts and long-time Represent fans, this expansion is the dawn of an exciting new chapter. With six months to explore the collection at Selfridges, there’s ample opportunity to experience what Represent Woman has to offer.

What are your thoughts on this expansion? Let us know in the comments!