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PRINT – Curated by b Store Exclusively for Selfridges
Baby G and b Store Join Forces for Exclusive Designer Collective at Selfridges
From the end of April 2010, Casio Baby G will be teaming up with esteemed fashion boutique b Store to launch ‘PRINT’. Taking place in Selfridges on Oxford Street, ‘PRINT’ will be a stylish hub of limited edition Baby G watches designed by some of the most talked about names in the fashion world, who have been brought together in this exclusive collective by b Store.
‘PRINT’ will boast stunning watches created exclusively for Baby G by new generation designers Peter Jensen, Natascha Stolle, Sophie Hulme and Complex Geometries. The covetable watches will retail alongside a line of graphic t-shirts designed to compliment the time-piece offering.
The Designs
Peter Jensen
Renowned Scandinavian designer Peter Jensen has translated his signature rabbit motif into a cool and kitsch design for Baby G. The striking watch is set to be a sell out amongst London’s hip fashion pack. Jensen commented ‘When b store moved to Saville Row we made curtains for their changing rooms in our signature rabbit print so it has a connection to the store as well, it seemed logical to use it for this project.’
Complex Geometries
Clayton Evans’s directional label Complex Geometries is famed for its ability to team effortless style with dramatic impact and his design for Baby G is testimony to this talent. Inspired by the notion of perpetual leisure, the imagery presents digital waves, lapping on the beach of a lunar shore in a future where work is obsolete and leisure is eternal. Set to be a key piece for the discerning fashionista, the out-of-this-world watch is, in Evans’s words, ‘like a souvenir from an impossible vacation at an implausible resort.’
Natascha Stolle
Over the last few seasons, the darling of Fashion East, Natascha Stolle, has proven herself a force to be reckoned with in womenswear. Her typical tongue in cheek approach to luxury textiles makes for a fun and stylish collaboration with Baby G. At first glance, the watch appears to be covered in a sting ray motif, but after closer inspection a busy googly eye print comes into focus. Stolle's has employed her signature mix of quirky tromp l'oeil textiles and a sporty utilitarianism, which, with the classic shape of the Baby G, results in a light hearted and chic combination.
Sophie Hulme
Hot, young designer Sophie Hulme has crafted a stunning watch based on Muybridge photo prints from the 1800's and inspired by the movement captured in his work. The design comprises of an abstracted running and jumping man so it contains a feeling of motion whilst creating a black and white graphic pattern. The T-shirt is designed to look like a classic striped T-shirt concealing this graphic.’
Tim Gould, Head of Marketing for Casio UK, commented, ‘We are thrilled to be cementing our long-standing relationship with b Store by supporting ‘PRINT’ in Selfridges. Both Selfridges and b Store are industry leaders in the retail market place, so the decision was an easy one to make. We are also very excited about the four collaboration watches, as the designers have each brought a completely new dimension to the classic, pretty tough, styling of the Baby G.’
Matthew Murphy of b Store, also added, ‘After the success of our men’s G-Shock collaboration, Casio approached us about working together on the re-launch of their women’s line, Baby G. We thought it would be interesting to work with a mix of young designers and to launch the product exclusively at Selfridges. This led us to ask each designer for a print which would be used on the watch and also as part of the décor of the installation. With our history of working with both Casio and Selfridges, we were confident it would be an exciting project.’
‘PRINT’ will be launched at an exclusive in store event on 15th April 2010. The limited edition collaboration watches will retail at £150 and the t-shirts will retail at £75.
ENDS
www.baby-g.co.uk
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