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Set Your Stage

Join the new generation of creatives and tastemakers, celebrating individuality at Harrods.

There are no rules to style at Harrods, the home of fashion and self-expression. Directed by award-winning filmmaker Iggy London, our cinematic new campaign celebrates individual style – whatever it means for you.

Directional designers meet the world’s most iconic brands at Harrods. Our hallowed Superbrands halls on the First and Second Floors play host to the likes of CHANEL, Dior and Louis Vuitton. Meanwhile, new and noteworthy talents across women’s and menswear such as Simone Rocha, Wardrobe.NYC and Casablanca can be found in Advanced International on the First Floor and Men’s Designer Collections on the Second Floor.

With a cast of new faces from London’s creative scene – led by poet Kai-Isaiah Jamal, whose words were custom written for the campaign, Set Your Stage celebrates the ever-changing landscape of fashion. The message? While style is completely individual, there is unity to be found in sharing it with the world.

The Women’s Edit

  • Bottega Veneta
  • Jil Sander
  • Khaite
Video of Iggy London directing the Set Your Stage campaign video

Iggy London, Director

London-based Iggy London is an award-winning filmmaker and writer. His work champions identity, giving a voice to underrepresented communities and the next generation of artists. For Iggy, setting your stage means “owning the space that you’re in”.

IGGY LONDON

"Harrods epitomises luxury and high fashion."

Behind the scenes image of Iggy London sitting in his directors chair on set

Iggy London, Director

London-based Iggy London is an award-winning filmmaker and writer. His work champions identity, giving a voice to underrepresented communities and the next generation of artists. For Iggy, setting your stage means “owning the space that you’re in”.

IGGY LONDON


"The idea for the film is people coming together, almost as if they’re going out and partying."

Kai-Isaiah Jamal, Poet

Dubbed the voice of a generation by British Vogue, Kai-Isaiah Jamal is a poet, trans visibility activist and model, who effects change through spoken word. Their verse for our campaign addresses the new generation: “those of us who are changing the face of fashion, changing the ideas of bodies in fashion, who should be in fashion, and who should be celebrated”.

Video of behind the scenes of Kai filming his poem for the Set Your Stage campaign

"This will be a beautiful celebration of who we are."

Kai standing with twin male models

From left: Dijon wears Berluti, Kai-Isaiah wears Loewe shirt and 1017 Alyx 9SM necklace, Devontay wears Berluti

H is for the hangers
that hold the hemmed slices of heaven

that we get to slide on.
Or use to hide from
Or create house inside.
Hoody or halterneck
depending on what feels right.
Sometimes I like to wear my happiness like a headband
Take my hope out my handbag
H is for the hook and eye
The way we are tied to each other
however we like.
H is for those that don’t ask how
just have found hand-me-downs
that hold history.
And held onto stories woven into h lines.
H is for those of us that make horizons
From hurricanes.
H is for the haymakers and headlights
Who re-write hieroglyphics
and headlines —
Fight hierarchies
In all hours
That powers
The hum

Of the generation
That has come
and made
Home
Here
Right here

– Kai-Isaiah Jamal

CKTRL, Musician

CKTRL, aka Bradley Miller, is a South London musician trained in saxophone and clarinet. His work defies the parameters of traditional musical genres – a melting pot of references.

Musician CKTRL playing saxaphone in one of the Harrods iconic lifts

CKTRL wears Raf Simons

Priya Ragu, Singer-Songwriter

An artist to watch, Priya Ragu’s signature sound infuses R&B and electro-pop with Sri Lankan touchstones and Tamil influences. Each track is an extension of her identity.

Singer and songwriter Priya on the roof of Harrods at sunset

Priya wears Bottega Veneta blazer, Givenchy dress

KAI-ISAIAH JAMAL


"We are encouraging young creatives to take up space and disrupt it."

  • Kai-Isaiah Jamal, Cktrl and talent stand in an iconic lift at Harrods
  • Model Bob Fakhari wears Lanvin at Harrods
  • Singer-songwriter Priya Ragu stands in Womenswear floor of Harrods with three models
  • Behind the scenes shot of poet Kai-Isaiah Jamal and two models, looking at a phone
  • Models Devontay and Dijon Graham pretend to be mannequins in Harrods menswear department
  • Poet Kai-Isaiah Jamal wears Loewe at Harrods
  • Singer Priya sitting on sofa in white suit
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