Yellow Fever

Darling you look fantastic for your age!

Any birthday present that comes in that yellow paper bag immediately excites and intrigues. It seems only fitting then that Selfridges would go that extra mile for their own birthday, after all it is 100. Whether it be a MAC lipstick or the one Christmas decoration my grandmother would go and pick out every year, Selfridges holds a sentimental place in the hearts of the public and the fashion industry. From displaying the first plane to cross the English Channel to the vibrant marrying of Williamson and Etro in the windows this month the store, the element of British class meets high fashion remains. This is certainly evident in the wonderful gifts that Selfridges has been presented to by designers, as many have taken their signature piece and recreated it in Selfridges signature colour, 109 Pantone hue.

Selfridges has seen many changes in London and fashion since it was opened in 1909 by the American Gordan Selfridge, however the bright yellow has remained, and is certainly the shade to be seen in next month with limited centenary pieces by a whole host of designers.

Mulberry have revolutionised their true classic with this Bayswater in vibrant yellow, as well as Lulu Guinness' beautiful 'bed of roses' hand bag taking up a hint of sun with yellow roses,

With Spring is full form now, these items will brighten up any outfit whilst being a little piece of department store history.

Of course, Giles Deacon placed the brand's ubiquitous colour firmly in the twenty-first century by creating this fabulous PVC structured mini dress with eye detail, available to order. For anyone not quite ready to revive the traditional yellow mac for 2009, the Selfridgettes will be taking to Oxford Street throughout May dressed in this exciting design.

The best news is that even if you are unable to splurge on the whole buttercup wardrobe, you will be thrilled to know that even the wonderful classic paper shopping bags have been redesigned by wonderful British classics Paul Smith, Vivienne Westwood and Stella McCartney; so even if you are just topping up on that Mac Lipstick (who are also releasing a celebratory range) you can take home a birthday party bag.

The store is celebrating with a host of events running throughout May including The Big Yellow Festival with events from designer DJs to cabaret as well as a retrospective exhibition from May 2nd - August 31st. They are also running a photographic competition asking participants to snap all things yellow. Check out selfridge100 for all the information on the exciting events taking place.

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