Just in time for Christmas Instagram has launched a pop-up shop in London’s Selfridges featuring eight carefully curated brands, spanning fashion, beauty, jewellery and interiors, which have established themselves on Instagram.

Eva Chen, fashion director at Instagram, said: “Brands have been a key part of the Instagram community since our launch – Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90% of people follow a brand or business. The Instagram Edit @TheOfficialSelfridges brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”

Instagram and Selfridges have teamed up so you can shop the app IRL