Top fashion brand UNIF, favoured by style devotees Katy Perry, Rihanna, Lily Allen and Cara Delevingne, will be exclusively launching in Selfridges Birmingham this month.

The LA based brand, which is inspired by the aesthetics of the 90s grunge culture and alternative music scene, is already a huge hit across the world with over 850,000 followers on image sharing site Instagram.

The unique collection will be appearing in the iconic Birmingham store from this week, with its new AW15 offering, bringing UNIF’s cult line of ‘shreddy to wear’ clothing to Selfridges’ street fashion department.

Key pieces include the Olympia Dress (£85), tapping into the varsity aesthetic seen for AW15, whilst also ticking boxes for statement stripes and funnel necks - key trends for the new season. The Sadi Dress (£70) features grown on neck and ribbed micro-pleats, an essential piece for transitional layering. The downy Certa Bomber Jacket (£130) enables ‘duvet dressing’ in perfect pastel pink all Winter long.

To celebrate the launch into Selfridges, the first 100 customers of UNIF in store will receive a pair of exclusive tie dye or black UNIF logo socks.

Adam Hockney, general manager of Selfridges Birmingham, said: “We are really excited to be welcoming UNIF into our store and we know our customers will love this already popular brand.”

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PR by Clive Reeves Public Relations, Birmingham.