When you think of the British summer you think of trips to the seaside, 99 flakes and Pimms, but in the fashion world we think about Christmas. Yes, Christmas! While it's 28 degrees outside, the publishing houses start work on their big Christmas issues, and brands showcase their best gift ideas. So a couple of weeks ago, Aspinal of London took part in the Selfridges Christmas Press Day #destinationchristmas.

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As you would expect, when Selfridges go for a theme, they really go for it - walking into the Old Selfridges Hotel it was like stepping into an enchanted forest along with Alice in Wonderland and Santa on hand to amuse everyone. 12ft trees lined the walkways around the stands, all decorated with beautiful fairy lights and accents of gold creating a glamorous grotto feel, and there, surrounded by fairy lights was Aspinal of London. This Christmas, Selfridges are really focusing on personalisation in store and this is a service we already offer in Selfridges, so for Christmas we thought we might do something a little bit special.

Images via Unwritten Hollywood

Aspinal of London will be offering a unique NEON embossing service, allowing customers to have a range of leather goods purchased in store monogrammed in a rainbow of bright shades.