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It’s long been one of Britain’s most iconic department stores and as news reaches us today that Selfridges has launched its very own online boutique, we’ve come over all a-flutter. Well frankly, it’s high time.

A trip to the shops is no longer required to shop the shelves of the luxury store, you see, for you’ll find virtual rails stocked a-plenty with fashion frippery and troves of treasure on Selfridges‘ new online store, all of which can be shopped from the comfort of your sofa.

Alongside the usual suspects – womenswear, menswear, accessories, beauty, homeware and the like – you’ll also find exclusives from Givenchy, Ashish and Markus Lupfer, among others, but of course, there’s more still.

There’s a Wish Room where fashion fans can throw together their favourite looks (and where we’ve just wasted spent half an hour drawing up our dream wardrobe), as well as Selfridges’ first fashion blog with all that need-to-know insider information, like up-coming events and brand updates, a Self Style area where the most stylish shoppers are snapped, and the Paper Doll, which lets you dress a cardboard cut-out in next seasons collections now. Phew.

We’ve never taken kindly to being told ‘good things come to those who wait’, but in this case, perhaps it was just as well our patience paid off ’cause we’re smelling success (and it smells nice).

Smell it for yourself at

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