Black British brand Farai London recently announced that they are the newest brand to be stocked online and instore at high end retailer Selfridges. For a brand that launched in July 2020, less than one year ago, this is a huge feat that doesn’t happen often.

Farai London rapidly gained visibility only a month after launching due to more people at home as a result of the pandemic, and therefore more eyes online to see celebrities and influencers donning the notable Gaia dress. Since then the premium womenswear brand has continued to grow from strength to strength as their signature artful prints and cute cut outs capture the attention and style of women globally, speaking to the zeitgeist motto of living your best life.

Selfridges isn’t Farai London’s first stockist; back in April online retailer Revolve began stocking the brands pieces, however, Selfridges are the first brick and mortar retailer to stock Farai London. With Selfridges flagship store situated in Oxford Street, which will soon be bustling again as things open up, there is big potential for a whole different type of exposure for the brand, one that isn’t solely reliant on the internet and social media.

Farai London have also previewed their first swim collection, set to drop on May 30th so follow them here to keep up to date.

Discover more from GUAP’s Fashion section here