The House of Creed is set to launch its latest feminine fragrance, Fragaria, next month. But before the worldwide release on 14 January, the brand has secured an exclusive pre-launch pop-ups at Selfridges’ store in London (5-11 December) and Trafford Centre, Manchester (16-23 December).

HoC said the “vibrant, youthful” eau de parfum “captures the essence of British summer through the unmistakable scent of fresh strawberries”.

The exclusive pop-ups will feature personalised gift wrapping services together with complimentary champagne paired with strawberries and cream, “offering a celebratory preview of the fragrance’s radiant spirit [while] adding a touch of bespoke luxury to holiday shopping”.

While Fragaria embodies Creed’s “dedication to crafting luxury fragrances with exquisite, natural ingredients, the enchanting scent offers an olfactory journey that blends lush sweetness with elegance and sophistication,” we’re told.

The fragrance opens with bright top notes of bergamot, mandarin and pink pepper, blending into a heart of juicy fresh strawberry and leafy violet accord, settling into a warm base of earthy vetiver and cedarwood. 

Fragaria will be available in a 75ml bottle priced at £260.

Selfridges has enjoyed a strong year of collaborations while introducing fashion and beauty pop-ups to link to key events and seasons.