Kate Hudson Unveils Happy x Nature Label at London’s Selfridges

LONDON — Three months into the launch of her new eco-conscious ready-to-wear label Happy x Nature, Kate Hudson was ready to take it global.
She partnered with Selfridges to debut an exclusive shop-in-shop in the department store’s denim studio, which marks the brand’s first major retail partnership.
“This launch allows us to have a global platform and as someone who loves fashion, the Selfridges shopping experience is maybe my favorite in the world and we get to be among some of the best brands in the world,” said Hudson in an interview, adding that she worked with the retailer’s team to curate an edit that is reflective of the brand’s carefree spirit.
“We do a real mix of very feminine, very fluid pieces but there’s also elements of utility. So for me it’s about showing people this mix and also the more fashion-forward items we do.”
Some of these items include a striking lamé green mini dresses, mixed in with more laid-back loose demin trousers, boiler suits and elegant silk blouses.
Hudson wanted to take a more traditional approach when it came to entering the fashion arena, compared to her highly successful activewear business Fabletics, which is based on a digitally native, subscription-based model.
More wholesale partnerships,

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