The Illamafia

The unveiling of the Illamasqua Queen & our VM team

As the queen returns to Buckingham Palace after her jubilee jubilations this weekend we turn to our Visual Merchandising team for their insight into the build up to the celebrations.

We take you behind the scenes of the creation of our Selfridges Big British Bang windows, adorned queens, decadent thrones and gilded transformations in honour of HRH festivities.











The Visual Merchandising department in Illamasqua is a creative and colourful hub in the heart of our HQ! As a British brand, we reveled in the jubilee celebrations Selfridges put on show and added our unique Illamasqua twist…












‘By appointment, be a Queen with Illamasqua’!

Inviting you to ‘be a Queen with Illamasqua’, the Selfridges windows were transformed by our Visual Merchandising team overnight, taking on a decadent transformation fit for a queen!











It took thousands of rhinestones, over 60 masks, tens of gold spray cans and lashings of glamour and decadence to unveil the Illamasqua Queens in our UK stores.

Southampton Solent Graduate Kat Sykes joined our creative team to pull together the Selfridges specatacle…we’d love to know if you’ve checked out the windows…

Govinder Rayt

Govinder Rayt

Writer and expert