Jacquemus and Nike Say Vive Le France at Selfridges

In early July, cult fashion label Jacquemus dropped the campaign film for their third, highly anticipated Nike collaboration. Now they're inviting their followers into an immersive boutique experience at The Wonder Room in Selfridges London, where visitors can quite literally step inside the 'Le Sac Swoosh' handbag - giant branded Tic Tacs included.

This summer, the Nike and Jacquemus installation supersizes a gym locker room in the Oxford Street window display, complete with a giant-sized dumbbell, smoothie shaker and locker padlocks. Eagle-eyed passersby will spot the limited edition silver colourway of the Nike + Jacquemus Air Max 1, available to shop inside Selfridges as part of the 10-piece collection.

Inside The Wonder Room, the Nike + Jacquemus collaboration is curated around the giant 'Le Sac Swoosh' handbag. Simon Porte Jacquemus's genius spin on Nike's trademark is staged as a gargantuan sculpture akin to a Jacquemus theme park installation, left unzipped for visitors to experience inside, creating playful and engaging memories for shoppers.

As Paris gears up to host the Olympics, the campaign film is also on show at The Wonder Room. An ode to sport, fashion and the capital city, J’aime Paris stars over twenty cultural icons from the Jacquemus family and Nike's athletes including Serena Williams, Carine Roitfeld, Juliette Binoche and Parris Goebel. The Wonder Room installation runs as part of Selfridges' Sportopia events series this summer.

Nike + Jacquemus is available to shop now and direct from Selfridges.

Nike + Jacquemus at The Wonder Room at Selfridges is open to the public for free until 12 August.