Fenwick has entered the white zone. Not bridal, sadly, but for a month (as of now) Bond Street's exclusive department store is 'whitewashing' its offering. Even their iconic dark green logo has been given the white treatment!
The idea behind the daring change is as much a concept as it is a product; over the next month Fenwick will have a number of exclusive offers and bespoke services in store.
We're talking limited-edition fashion buys (white, to fit the theme, naturally) to personalised beauty treatments.
Top of our shopping list is Sophie Hulme's rectangular tote (£499), a leather biker jacket by Zoe Jordan (£995) and a knitted dress from Goat (£465). Although vintage White Chanel accessories also rank highly...
For your groom, Mr Start - of Shoreditch Start boutique fame - will be doing in store shirt personalisation service service.
The beauty offering will be unparalled though, with White Beauty Week staring January 20. The star of the show? My Codage, the French brand with a clinical approach to beauty treatments by way of a personalised examination and individually created serum.
And on the more afforadable side of the beauty spectrum - and still every inch as luxurious - is the new brightening range from beauty brand Raccine, white Nails Inc treatments and the first-ever beauty bag from Fenwick, too!
The white project will end February 9, so be sure to pop by before then.
Fenwick; 63 New Bond Street, London W1; www.fenwick.co.uk