Thanks to their exclusive partnership, Instagram helps some online-only brands to emerge in real life. This the very first time the social media app has partnered with a UK retailer.

In the Oxford Street store, visitors can discover eight digital-first brands, covering fashion, beauty, jewellery and homeware, including for example The Frankie Shop, Ammé London, Atelier Stella and others. Exclusive items have been created by all brands for the occasion. The pop-up store will be open on from 5 to 15 December.

Selfridges maintains its position as one of Britain's top retailers by absorbing every trend. In addition to hosting pop-ups with resale brands such as Vestiaire Collective, the store has built a cinema and a skate-bowl. The department store had already extended its Body Studio last year, to expand supply and meet growing demand for activewear products.