Stella McCartney's magical world lands in London

It's a celebration of everything Stella McCartney. Not only will the label's store-in-store within Selfridges superbrands department be jam packed full of the British Fashion Designer of the Year's new spring/summer collection - one of the defining shows of the season no less - but Stella's new lingerie line will also launch on the third floor, while Adidas will host a pop up store on the ground floor showcasing Stella McCartney for Adidas and Stella's new golf range. Plus, Stella's newest collaboration, her jeans for Notify will arrive in the denim room.

To celebrate, Stella and Selfridges have commissioned caricature artists to be on hand to draw customers, as well as a one man band to play for the entire two weeks. She's also having a vintage photo booth installed on the second floor where shoppers can capture snaps of themselves enjoying all the Stella fun for £1- which will be donated to the Red Cross.

Stella will make a personal stop at her mad, mad world on 13th February - during London fashion week, though The World of Stella will run from 6th to 20th February.

Phew! Not bad for a new mum with two toddlers at home and a collection to present in Paris two weeks later!

Click now to see our interview with Stella McCartney:

See Stella McCartney's spring/summer 08 catwalk show now: Click here:

By Laurelle Gilbert

Posted: 30 January 2008