Dover Street Market, the oh-so-stylish retail outpost from Japanese label Comme Des Garçons, is about to break its conspicuous social media silence with the launch of its Instragram, @doverstreetmarketlondon.

While it is obviously not the first fashion brand to turn to the world wide web for creative inspiration, it is somewhat surprising given that, until now, DSM has been abstemious when it comes to social networking. So what has prompted this move online?

The Instagram heralds a series of celebrations to mark DSM’s ten-year anniversary. Since opening its doors in London on 10 September 2004, DSM has well and truly established itself as a fashion haven, and these festivities will be its crowning moment.The entire store will undergo some exciting changes, and the exclusive collaborations will have fashionistas in a frenzy.

After three days of closure, the store will reopen on September 1, with a completely transformed basement and second floor, while the first floor will be entirely given over to Louis Vuitton for the duration of AW14. The Rose Bakery will be enlarged, as will the jewellery and wallet display on the ground level. The basement will be home to a new NikeLab, to be celebrated by the release of a special edition shoe, and Tokyo’s Good Design Shop (a collaboration between Comme Des Garçons and D & DEPT). There will be event spaces dedicated to different designers that will change each week, and four open days throughout September when these designers will be in store to greet customers.

Perhaps most exciting will be ‘Market Street Dover’, some temporary market stalls that will be set up all through the building selling special collaborations and products celebrating ‘ten years future and past’ of DSM. The stalls will be hawking a bevvy of limited-edition creations from Sacai, Simone Rocha, Rick Owens and Phoebe English, to name but a few.

The festivities will kick off on September 1 with the launch of Pharrell Williams’ GIRL fragrance, as well as the unveiling of an installation designed by Comme Des Garçons’ creative director Rei Kawakubo that will cover the entire building’s façade. A happy birthday indeed!

doverstreetmarket.com

Tags: Dover Street Market, Fashion, london