Kid Cudi fans unite; the musician's latest clothing capsule designed for 'outsiders everywhere' has officially landed at Selfridges. Taking over the store's London Designer Street Room for a six-week residency, the in-house pop-up space was unveiled last week, where members of the public were offered a sneak peek at the space's transformation which includes a psychedelic landscape of astroturf and checkerboard pink walls, (all inspired by Cudi's own LA dressing room).
Although Selfridges falls home to many designer pop-ups, Kid Cudi - whose real name is Scott Ramon Mescudi - is a big moment for his brand Members of the Rage's second-ever collection for A/W 23. 'Ever since my first time in London, Selfridges has been one of my main destinations in town to shop', the artist admitted in the collection's press release. 'I remember coming into Selfridges several years ago and seeing Virgil's Off-White, around the time it was getting started, thinking how cool it would be to have my own brand in Selfridges one day.'
'We are thrilled that Scott chose Selfridges as the retail launch partner for Members of the Rage, a brand that captures the spirit of the outsider, intersecting fashion, music and sub culture', director of menswear and womenswear at Selfridges, Bosse Myhr, said in a statement. 'The ethos of self expression and dress up makes for a distinct addition to our offer.'
Admitting the concept of being 'outsider-focused' was never meant to turn into a clothing capsule, Cudi revealed 'Members of the Rage started off as this idea for a movie that I want to write', but instead, turned into a fashion collection. 'It's about a band of survivors that get together to stop an alien invasion. The survivors are like rebels – they're all outcasts from society', established Cudi.
The space itself is designed by Alaska Alaska in collaboration with PlayLab, making it just as creatively inspiring as Cudi's music, also said to be influenced by 'misfits'. From embracing vibrant colours like vermillion and cobalt to various candy pinks and sky blues, the collection is full of life. Styles not only range in colour but in shape too, as they take the buyer from the casual to the theatrical, which sees digitally-printed waves and forest landscapes cover styles like biker pants, varsity jackets and puffer gilts as tailoring, and denim are canvases for dégradé crystals or astronaut quilted sleeves and collars.
As for quality, no stages of the design process have been compromised - making this collection one of sheer luxury and comfort for its lucky wearer, thanks to being designed in Los Angeles and made in Italy. The collection is also available at Selfridges Manchester and Birmingham stores and on Selfridges.com.