The North Face x Gucci launches at the Selfridges Corner Shop

Gucci reveals its collaboration with The North Face that celebrates the spirit of exploration.

Whether literal exploration of places and cultures or the more metaphorical adventures encouraged today by Creative Director Alessandro Michele, Gucci has always catered to the curious, presenting its clothes as tools that push the wearer into different territories.

The North Face famously outfits those who seek adventure. But there are also deeper parallels between the stories of Gucci and its new partner. Since their founding in San Francisco in 1966, the brand has committed to pioneering product innovation and enabling all forms of exploration. It is a well acknowledged notion that travel leads to self-discovery, and in this conviction The North Face is aligned with Gucci, which similarly empowers people in their quest to celebrate and express their own characters and personalities, embedding Alessandro Michele’s approach towards fashion as a powerful instrument of freedom.

To promote this new partnership, Alessandro Michele has conceived a campaign shot by Daniel Shea, set in the Alps. In stills and video, as well as through content created for TikTok, we are led through a trip to the great outdoors with a group of Gucci-clad hikers, who camp by the lakes.

The forests and peaks of the region form a vast and breath-taking scenic backdrop to the imagery, which in capturing colourful candid moments of group activity are reminiscent of holiday snaps, effortlessly showcasing the distinctive products. The campaign’s atmosphere evokes the aesthetic of the 70’s, when The North Face was a thriving outdoor retailer based in Berkeley, CA and shared a factory and storefront adjacent to Credence Clearwater Revival’s practice studio, whose iconic song “Bad Moon Rising” is featured throughout the video campaign.

This special cross-category collection for men and women comprises ready-to-wear, soft accessories, luggage and shoes, as well as some more unexpected pieces linked to the outdoor world of The North Face, such as tents and sleeping bags.

The North Face x Gucci Collection is in line with the commitments of both the two brands to eco-sustainable activities. Luggage contain ECONYL®— a nylon fabric sourced from regenerated materials (from fish nets, carpets and other scraps) that can be recycled and recreated, aiding in decreasing its ecological footprint. Additionally, the colour palette was inspired by the 70’s and curated from The North Face materials library. Archival fabrics have been partially incorporated into the collection to give them a new life.

Packaging for the pieces come in vibrant pink featuring The North Face X Gucci logo. The garment and carrier bags, boxes and pouches have been strategically designed to reduce the environmental impact at every step of creation. All paper and cardboard come from sustainably managed forest sources and an uncoated paper has been used to ensure it is fully recyclable. To reduce the amount of paper, boxes

are equipped with handles to avoid using shopping bags. Larger items come in shopping bags and cotton covers without boxes.

Debuting in China, the collection will be distributed through distinctly designed stores and ephemeral Gucci Pins, where the special bright floral patterns of the range will be used to dress the spaces and effect façade takeovers. A limited selection of The North Face x Gucci pieces will also be available on gucci.com, with some exciting online exclusives.

Shining a light on the collection’s motifs, Gucci Artwalls will be unveiled in five cities – Hong-Kong, Shanghai, London, New York and Milan – and will feature dedicated imagery with a variety of creative executions. Though all different, these pieces of street art will all incorporate The North Face x Gucci logo.

Credits for the campaign

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer & Director: Daniel Shea

Make Up: Thomas De Kluyver

Hair stylist: Alex Brownsell

Video – Music credits

“Bad Moon Rising”

Written by John Fogerty

Performed by Creedence Clearwater Revival

Published by Concord Music Group, Inc.

Recording courtesy of Craft Recordings, a division of Concord

Products details

The ready-to-wear collection features not only goose-feather down padded coats, bomber, and vest but also shirts, skirts and jumpsuits. The outerwear silhouettes and equipment are based on original designs from The North Face in the 70’s. Also included in the offer there are quilted jacket, nylon shirts and skirts and windbreakers; refined silk-twill bowling sets, skirts and chemise dresses; T-shirts, sweatshirts and a fleece jacket with the matching. Some pieces come in bright colours and feature several floral prints created in partnership with The North Face especially for the collaboration, some of which have a new The North Face x Gucci logo incorporated into their designs. This combined logo, that features The North Face three curved lines and the famous green-red-green Gucci Web stripe, is also featured on a dedicated label.

For luggage, there are eight new graphic patterns, designed in collaboration with The North Face. All feature bright colours and a variety of either Gucci House motifs or different versions of the new The North Face logo x Gucci print. Two new backpacks and two new belt bags are dressed up in these exclusive prints. A dome-shaped medium backpack (available in five different prints) has contrast leather patches, rope zip pullers and web straps, while a larger size (available in six different prints) recalls hiking backpacks with its multiple pockets and top flap with snaps, and also features the same detailing as its smaller cousin. A small belt bag comes in seven different prints, and a maxi size one with three front flap pockets is offered in two different prints.

The shoe is a gender-neutral hiking boot with a chunky and sturdy Goodyear-welted sole. The boot comes in three colors of leather (brown, black and cream), features eyelets and rope-like striped laces, as well as The North Face x Gucci logo prominently displayed on the side.

About Gucci

Founded in Florence in 1921, Gucci – under the Creative Direction of Alessandro Michele – is one of the world’s leading luxury fashion brands, with a renowned reputation for creativity, innovation and Italian craftsmanship. Gucci is part of the global luxury group Kering, which manages the development of a series of renowned Maisons in fashion, leather goods, jewelry and watches. For further information about Gucci visit www.gucci.com

About The North Face®

The North Face, a division of VF Outdoor, LLC, was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and is headquartered in Denver, Colorado. For more information, please visit www.thenorthface.com.

Find a treasure and love it forever with the help of our designer sale, filled with the greatest clothing, home, beauty and more, all now available for a little less.

Yasmin Sewell brings RECHARGEX7 to Selfridges

Recharge by Yasmin Sewell explores fashion through regeneration, circularity, creativity and consciousness.

For the first release, RECHARGEX7, Yasmin has mentored seven up-and-coming University of Westminster fashion students by inviting them to give new life to iconic designer pieces from her wardrobe. The brief? Update the pieces, whether it be a Celine coat or a Comme des Garcons blouse, by dicing, splicing and reconfiguring, or by changing surface texture.

This project invites us to acknowledge the unworn clothing in our closets and get it back into circulation. By extending the life-cycle of luxury fashion, we can look at our previously loved and worn clothes as items with infinite potential – fashion recharged.

The collaboration stems from Yasmin and the students interest in using energy healing techniques rarely associated with fashion, such as mantras, crystals, moon cycles and breath. The resulting works set out a bold new path for recharging the energy of vintage pieces and feeding them back into the fashion system.

Collaborating with Selfridges to exhibit and retail the finished works is a natural fit based on the store’s commitment to addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets.

The students featured in RECHARGEX7 are:  WESLEY STUART HARTWEL, Catherine Hudson, SANKIM, Guangyu Li, Georgia Wilson, ZOLI, YUNN.

RECHARGEX7 launches on Selfridges.com and at Selfridges Oxford Street from 11th December. All sales from the pieces will go directly to the design students involved.

 “This project is about sustainability and creativity yes, but ultimately it’s about energy. My love for newness was not because I wanted to keep buying or acquiring more stuff but because unworn, stagnant things in your wardrobe bring about just that, stagnant energy.” says Yasmin Sewell.

 “Through Rechargex7, Yasmin has combined a unique and engaging approach to circularity with her love for nurturing talent. It was a concept we couldn’t resist as we continue to experiment with new models that have the potential to change the way we shop.” says Jeannie Lee, Selfridges Head of Womenswear.

“It has been a privilege to work on this collaboration with Yasmin. She brings all her expertise and industry knowledge, but from an educational point of view, it has provided a vital learning opportunity for students to work with this innovative framework.” Says Liliana Sanguino, University of Westminster.

Notes to Editors:

YASMIN SEWELL is a world-renowned retail and brand consultant, fashion visionary and wellness advocate. Lebanese Australian-born and London-based, Yasmin has advised brands such as Chloé, Condé Nast International, Mulberry and Shinsegae, South Korea on their creative and retail strategies. She has occupied senior positions in the industry for the past decade, including Buying Director for London fashion institution Browns, Chief Creative Consultant for Liberty department store, and most recently served as Vice President of Style and Creative for global e-commerce platform Farfetch.

As a meditator for over 20 years, Yasmin has staged sold-out retreats in London, collaborating with Vedic meditation expert Gary Gorrow and the Hemsley sisters. She has studied IQM (integrative quantum medicine), and trained as a Reiki master, psychic and medium. Yasmin has also advocated spiritual well-being through think pieces for publications like Elle and Vogue.

The Face x Fragment Design

“Youth culture is a pretty hot topic for Hiroshi Fujiwara, that’s why the designer agreed to our exclusive The Face x Fragment Design collaboration.

A streetwear capsule inspired by the British music and fashion magazine (and Japanese street style, too, of course), it features this cotton-jersey drawstring hoody – which is branded with a graphic print at the chest. Ready to awaken generations of youth culture, it’s stamped with a graphic at the back, to boot.”

KIDSWEAR GIFTING

We’ve gathered up the perfect gifts for kids – from construction sets and creative kits to snuggly soft toys and dress-up dolls.

WOMEN’S ACCESSORIES GIFTING

See a selection of our top Women’s accessories at Selfridges this week, perfect for Christmas gifting or even just treating yourself!

WOMENSWEAR GIFTING

See a selection of our top gifts for Women at Selfridges this week, perfect for Christmas gifting or even just treating yourself!

Byredo Makeup Launches At Selfridges

The much-anticipated launch of Byredo Makeup is here.


“Ultimately, beauty is subjective — Byredo Makeup had to reflect that.”
Ben Gorham, Founder & Creative Director, Byredo


The first Byredo Makeup collection features five core products in which the gender and identity boundaries are dissolved. Taking a cue from his work in fashion, the design of the unique and totemic objects by Ben Gorham
presents products that are obscure objects of desire, to be possessed as well as worn. As in Byredo scents where emotions and memories are translated into fragrances, this time, colour becomes the expression.


“I wanted to create a sense of freedom in the way we approach using makeup but also in the way we communicate the products. Byredo can be anything — that is what we are trying to establish.”
— Isamaya Ffrench, Makeup Artist & collaborator

Colour is an emotion, rather than a strategic choice for Byredo Makeup and the ultimate expression of this comes in the form of the universal product: The Colour Stick–Bâton de couleur. The Colour Stick is a vehicle for
self-expression. Easy to apply and intended to be used all over the face. Housed in a silver metal, the slim stick with a curved bullet tip is designed to be used easily, quickly and instinctively while eschewing ultra-perfection,
the colour is blendable with fingers or brushes. The Colour Stick comes in finishes aligned to corresponding shades, encompassing lightweight, dewy, matte and creamy textures.

Byredo’s particular style of naming its products is already familiar from the brands perfumes, where each name tells a story; this is Ben Gorham’s particular, personal endeavour. Here the stories continue and can be found principally related to the names of the Colour Sticks and Lipstick.

Byredo Lipstick, in its silver-gold metal casing and organic shape, is a perfect expression of form and function. The weight also plays on the quality of cosmetics past but brought up to date with a contemporary design. This precise slim-line stick is protected by a satisfying magnetic click. Colour rich with an exceptional formulation that is both comfortable and impeccable, Byredo lipstick has sumptuous levels of colour saturation, high comfort property, ultra-gliding and easeful application. An everyday extravagance, the lipstick is either sain or matte, dependent on the shade. A satin finish to reflect light and expand the colour, with a vegan formula. A matte finish to absorb light and intensify the colour. The essence of the everyday transformed is also echoed in the names of the initial fifteen shades.


“The approach to colour should not be overblown and the name should be instinctive — there is also a sense of reality in names like ‘Divorce’ and ‘Commuter’. Each name and colour have a story and comes from Isamaya and me.”
— Ben Gorham, Founder & Creative Director, Byredo

Notes to Editors:

About Ben Gorham, Founder & Creative Director, Byredo
A native Swede, born to an Indian mother and a Canadian father, Ben Gorham grew up in Toronto, New York and Stockholm. His original and very serious dream was to play Basketball professionally. As a young athlete he excelled at the game, playing for his high school in New York and then college in Canada before leaving to play professionally in Europe. Unable to obtain the correct paperwork to continue professionally, Gorham reluctantly gave up the game. He eventually found solace in the arts and enrolled in art school in Stockholm. Upon graduating, a chance meeting with a perfumer convinced him that he’d rather express his creativity through fragrances than paintings. With no formal training in the field, Gorham sought out the services of two world renowned perfumers explaining his olfactory desires and letting them create the compositions. As an outsider in the beauty industry, Gorham is somewhat of an anomaly and has been recognized for his personal style and connection to fashion and art in several international magazines.


About Byredo
Byredo was founded in 2006 in Stockholm. A true expression of a contemporary luxury brand with an ambition to
translate and elicit memories and emotions through, and into products. Byredo is reinventing the formulaic approach
to business, where creativity and instinct are the overriding forces for the brands decisions. Manifested through a
variety of objects, using the highest quality materials available and intelligent design details, the Byredo universe,
that started with a fragrance, has since evolved into a full range of beauty, home, leather goods and accessories
sold in more than 40 countries in the world’s leading retail points. Byredo’s intention is to be timeless yet relevant,
meaningful and inspired.

Oxfam x Bay Garnett at Selfridges

An Oxfam charity shop set against the backdrop of a luxury department store, conceived and curated by stylist, editor, author and Queen of Thrift Bay Garnett, will open within Selfridges’ London Designer Galleries as part of the retailer’s Project Earth campaign, and Oxfam’s annual #SecondHandSeptember initiative.

The 4 week pop-up charity shop will be located in the store’s central Atrium space on 2, alongside the world’s most recognisable designer edits and brand boutiques. The regularly updated selection will feature era-spanning fashion pieces and accessories discovered by Bay. 

Unique and one-off highlights will include Ossie Clarke dresses, original leather flying jackets, 90s sportswear and some rocking party clothes to dance the night away in – to be discovered within Selfridges luxury fashion environment, all to buy at charity shop prices. Oxfam and Bay are also collaborating with graphic artist Fergus Purcell to create a first of its kind collection for the project. The Oxfam Donations Centre team have chosen a selection of pre-owned tees on which to print a bespoke Fergadelic graphic – no two tees will be exactly the same, and new life will be given to the simplest second-hand product.

There will also be an Oxfam x Bay edit to buy on Selfridges.com, as well as digital and IRL styling sessions by appointment. All proceeds go direct to Oxfam, supporting its global work to combat poverty. 

Kidswear Collective x Selfridges

The pre-loved baby & kids luxury website opens a 3-month pop-up in Selfridges, Oxford Street

Kidswear Collective, the online store selling pre-loved designer fashion for children from birth to 14 years, is delighted to announce the opening of a 3-month pop-up in Selfridges on Monday 16 March.

The 43 square metre pop-up, curated by Selfridges, will be located on the fourth floor of the department store and will stock items for babies, boys and girls including clothing, footwear and accessories. Stock will be regularly rotated to showcase as much of the range as possible. The website, which launched just over a year ago, is the brainchild of Shoshana Kazab, a veteran in the Kidswear industry who is also the founder of Fuse Communications, which for the past 15 years has been the leading kids PR agency working with luxury fashion brands such as Il Gufo, Marie-Chantal, Mischka Aoki and Rachel Riley.

Helen Attwood, Selfridges Kidswear Buying Manager, says: “We are so excited to launch this first-of-its-kind partnership with Kidswear Collective. It’s a unique concept which allows us to experiment with a new retail model, while extending the lifespan of pre-owned children’s clothing and offering our customers a new way to buy – and sell! The addition of Kidswear Collective to Selfridges brings a bold and engaging new dimension to the Kidswear environment in our Oxford Street store.”

Kidswear Collective stocks pre-loved designer pieces from over 250 brands including Burberry, Gucci, Moncler, Dior, Stella McCartney and Chloe with discounts up to 80% off the original retail price.

Shoshana says: “I’m very fortunate to have worked with the top influencers and some of the best brands and wanted to find a way to create something very special which could address our urgent need to reduce waste in the fashion industry, but also make available designer pieces at affordable prices. The launch of the platform was in response to customers desire to shop in a more sustainable way, particularly when it comes to fashion. Our access to stock is unrivalled, as we are able to source from multiple channels including private sellers, samples and garments used in fashion shoots.”

Shoshana continues: “We are passionate about extending the lifecycle of luxury clothes and offering a first-hand experience to all our customers. We are incredibly excited to partner with Selfridges – who are trailblazers in sustainable initiative to help us translate the online experience into a physical space. We want to change the perception of what pre-loved is in peoples’ minds and demonstrate that buying pre-loved baby and childrenswear is a ‘no-brainer’, particularly when we think about how quickly they grow out of things.”

A popular hash tag (coined by Eco Age) currently trending called #30wears, encourages us to wear our garments at least 30 times. With a designer kids garment, it is estimated that it is worn on average only five times before a child grows out of it. This means that there are at least five more potential owners for this one garment before we reach the minimum threshold in terms of sustainability. There has never been a better – or more important time – to change the way we shop, but without having to compromise on quality.

Another feature of the website is that it works with popular influencers who have their own pages, where customers can shop their collections. “Influencers have a huge fan base, so having them involved means their followers can shop their favourite looks and can also be alerted when new pieces arrive. It’s a real coming together of the industry, which is why we called it a ‘collective’ – it’s a great way for us to all support each other,” continues Shoshana. Influencers on the site include The Fashion Bug Blog, Louise Roe and Juliet Angus.

Sustainability has never played more on our minds as it has now. Of the 80 billion pieces of clothing produced worldwide, it is estimated 75% of these will end up in landfill each year. And in Britain alone, we are expected to throw away 235 million items of clothing this year.

Every garment is cleaned, photographed and carefully stored until it is sold. All items must pass Kidswear Collective’s ‘8-step inspection process’ to ensure only the highest quality pieces are stocked. Kidswear Collective donates up to 5% of all sales to the NSPCC and any unsold items are donated to the family charity, Little Village.

Check out Kidswear Collective at:
https://www.kidswearcollective.com/