‘A perfect storm of fashion, art and music.’ Beckie Station, CMO of luxury fashion retailer Flannels is describing its collaboration with Beyoncé’s Renaissance World Tour.

Renaissance is Beyoncé’s first headlining solo tour in seven years; a musical milestone which has set the BeyHive, as Beyoncé’s fans are collectively known, on fire. To capitalise on this cultural moment Flannels has transformed its flagship store into ‘The Renaissance Flagship’.

The launch coincided with Beyoncé’s five-night residency in London’s Tottenham Hotspur stadium, which took place at the beginning of June. The launch comprised of a 19-piece memorabilia edit, which was sold for the first time outside of stadiums. The ground floor was host to the collection of clothes and accessories displayed and sold including a ‘London has a problem’ T-shirt and a limited edition Renaissance World Tour jacket.

The flagship store also featured a never-before-seen exhibition of Renaissance Couture; a selection of twelve looks from a collection co-designed by Beyoncé and Olivier Rousteing and inspired by tracks from the latest album.

The exhibition, which was staged on the ground floor of the Flannels store, is the first time these pieces have been seen publicly. The collaboration, which was unveiled in March by French Vogue, marks the first time a Black woman has overseen the couture offering from a historic Parisian house.

Accompanying the exhibition is a three-piece, limited-edition product extension titled

Renaissance: Beyoncé with Balmain. The range draws inspiration from the couture pieces and includes an oversized T-Shirt, a hoodie and giant tote bag. 

These pieces debut as a world exclusive to Flannels and the store’s exterior and basement became a multimedia showcase to celebrate the collection and the world tour. This included a floor to ceiling digital display. 

Beckie Stanion, Chief Marketing Officer, at Flannels described the collaboration as ‘the apex of everything we care about at Flannels’ and a ‘perfect storm of fashion, art and music.’ She explained: “As a business, across the past few months we've been celebrating iterations of

self-expression, freedom, and [being a} boss, what a dream come true to now welcome the icon of those ideals to our store.”

Iconic may be the most overused word in marketing; yet there is no denying that Beyoncé is both an icon and a culture creator for our times.