Instagram has partnered with Selfridges to let people shop a selections of brands from the social platform in real life. The collaboration shows how retailers can blend online media and in-store engagement to lure in Gen Zers who want shopping to be both digitally connected and experiential.

In a partnership that combines two seemingly conflicting retail concepts, Depop sellers are being hosted at a pop-up in London’s Selfridges department store. As second-hand social commerce gains popularity, luxury outlets and brands are keen to get in on the action.

The physical shopping experience may never match the ease of e-commerce, but that doesn’t mean people are abandoning the high street. Brands are using concept stores, cultural events, and customisation to attract footfall and communities that care about more than products alone.

Considered the most disruptive force to come into collision with the clothing industry this century, streetwear – and hype culture – has transformed fashion. With established brands now vying for a piece of the streetwear community, how has this sub-culture influenced modern fashion?