OROTON has announced the launch of a new pop-up at London department store, Selfridges. The space is an immersion of the Australian brand’s latest spring-summer collection, the optimist – a concise line-up charged with new energy and vibrance, incorporating painterly colours and a sense of free spirit.

“I am so thrilled to be launching OROTON at Selfridges this month,” says Creative Director Sophie Holt. “More than ever, it’s about seeking out moments of escapism and looking to the future, and I’m particularly excited to be launching this collection with its feeling of confidence and light.” The Creative Director has been channelling the idea of finding joy in small pleasures, a mood that comes to life via painterly colours, clean-lined shapes and a few surprising touches. “There is a sense of energy throughout the range. We were thinking about spending an afternoon outside in the garden, a taste of slow days ahead, of recharging and how it felt and, as always, colour was our starting point.” 

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OROTON has long been regarded for its commitment to innovative design and time-honoured artisanal skills. Today, that philosophy is further fuelled by art and colour, a key component to Holt’s work – her minimalist aesthetic and concise point of view provide a springboard to her silhouettes each season: “I’m interested in the handwriting of our collections, how we define the brand. Functionality has always been synonymous with the house, and I think we have now reimagined that as an idea of utility and modern luxury – proportions have been pushed a little, and I love that I’m able to work with the brand’s history, honour it, and move it forward. We design with a sense of lightness, yet the shapes have a strength to them, a simplicity and quality, all things that are very important to me.”

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