Harrods’ recent initiative alongside NSPCC, Fashion Re-Told, aims to reduce wastes and speak to its Millennial target consumers in ways that are important to them.

The pop-up boutique, Fashion Re-told, was officially launched on the 12 April and opened to public the next day, Friday. Located on Sloane Street in London on premises are donated by Cadogan Estates, the pop up is nested amongst luxury labels such as Tom Ford, Gucci and Louis Vuitton. 

Running on for one month, it will be will be the luxury department store’s first standalone charity store as well as one of the most upscale charity shops in our century.

Customers can peruse and shop a selection of designer and high-end pieces, which have been donated by Harrods customers, employees as well as luxury brands themselves.

Notable labels are Paul Smith, Mulberry and Peter Pilotto, with pieces from womenswear, menswear, kidswear, to accessories. In the same spirit as Harrods’ usual highbrow edit, the charity store aims to offer a changing, eclectic selection, including signature brand items such as the popular Loewe elephant coin purse.

Natalie Dormer (L) and Mo Jamil (R) attend the launch of the Fashion Re-Told at 196 Sloane Street on April 12

The interior of the boutique is a dreamy candy-floss pink, a corporate colour of NSPCC. Alex Greco Wells, head of visual merchandising at Harrods, explains the colour theme as a “lighthearted approach to make people smile”. “We just want to create something fun, a visual interpretation of an appropriate aesthetic for the collaboration, without the ostentatious and overpowering feel of a luxury store,” Wells added.

Besides purchasing, customers are also encouraged to bring in donation pieces from their own collections. In fact, one of the highlights in the initiative is an Alaïa dress donated by Helen David herself, the chief merchant of Harrods.

Staff members involves both Harrods and NSPCC volunteers. Michael Ward, Harrods’ MD, states that the initiative can recur if it’s a success.

Prices range from £100 to £200. All proceeds will go to NSPCC, on a mission to end child abuse in the U.K. and Channel Islands.