On Takes Over Selfridges’ Corner Shop

The Selfridges Corner Shop is kicking off the year with the debut of its first pop-up with On.

The brand has taken over the ground floor space with a minimal set, adding splashes of neon green by way of a geometrical sofa and window display, while FKA Twigs’ The Body Is Art, Part II campaign is displayed on digital screens.

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“We’re excited to bring On’s spring and summer 2025 training range to life in such an iconic space. This pop-up creates a unique opportunity to connect with the Selfridges community and visitors from around the world, while showcasing our campaign in an inspiring environment,” said Bianca Pestalozzi-Houchangnia, general manager for EMEA at On.

The pop-up will stock the train-T for men, the train 2-in-1 crop for women’s and the train shorts, while the Cloud x 4 and Cloudnova X footwear will be the stars of the pop-up.

The Cloudmonster 2 and Cloudeclipse will also be on display with pieces from the accessories range.

The brand said the pop-up at Selfridges adds to On’s “growing presence in the U.K.” following its flagship store opening on Regent Street in February 2023 and a second store in Spitalfields in November 2023.

On Holding, which got its start as a running shoe brand, has been working to increase its apparel sales, which currently account for around 10 percent of overall sales. In addition to FKA Twigs, the company also has a relationship with Zendaya who has also be featured in its clothing in recent campaigns.

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