Anti Social Social Club SS25 installation wraps Selfridges' DeLorean in signature rose print

Fashion Network

2 days ago

Raising awareness of a brand is about more than simply opening a pop-up and high-profile, attention-grabbing moves are key as well.
That's why Anti Social Social Club (ASSC) has returned to Selfridges London with a new in-store installation, wrapping the department store's DeLorean DMC -12 in the brand's signature rose print.
ASSC said that the rose is long associated with 'themes of beauty, detachment and lost love, [and] remains a recurring symbol' across its collections since the brand's beginnings.
But as well as that, the DeLorean serves as a nod by ASSC to its ongoing performance car links 'tying together speed, nostalgia and the brand's unique worldview'.
The brand's 'affinity with motors continues following most recently their 2024 collaboration with the 24 Hours of Le Mans, merging its visual language with one of the world's most historic endurance races'.
Previous collaborations have explored tuning culture, street racing, and automotive subcultures worldwide.
Of course, selling product is what it's all about and to accompany the launch, ASSC has released a Selfridges tee featuring its koi graphic, finished with reflective logo detailing. The koi tee is exclusive to Selfridges, while the wider collection features select core styles.
'We're proud to continue partnering with Selfridges after a strong launch last year. The DeLorean is such an iconic feature of the store and it's great to reimagine the car in true ASSC style,' said Connor Poole, ASSC's UK & EU brand director.
The installation is in-store until 15 August, featuring the SS25 collection. It's also online via Selfridges' webstore and ASSC's webstore.