AW21 briefing

AW21 briefing

Gabriela Hearst Launches ‘Retro-Fit’ at Selfridges

Gabriela Hearst launches an exclusive capsule collection ‘Retro Fit’ with an installation in the iconic 2nd floor Atrium of Selfridges London, as part of their ongoing sustainability initiative; Project Earth.

Gabriela Hearst’s retrofit capsule collection for Selfridges has been created with the brand principles of timelessness, uncompromising quality and sustainability in mind. Existing garments made with impeccable construction and uncompromising noble materials, have been modified with artisanal details to create new and beautifully adapted pieces.

The brands signature blanket stitching has been added by hand to cashmere wraps and skirts. Linen silk dresses are dip dyed by hand in navy, knitted turtleneck gowns are tailored into tunics, and a reversible puffer jacket is updated to include the Hearst crest.

Included in the capsule is a limited edition ‘retro fit’ handbag named ‘Ana’ created from existing bags. Only 7 will be available in navy, bordeaux and combinations of black/ ivory, navy/ ivory, navy/ bordeaux, and bordeaux/ cognac/ and navy. The nappa leather bucket bag features an adjustable cross body strap, drawstring bag, and leather handle.

Gabriela Hearst worked with De la Espada furniture to create a sustainable installation space in the 2nd floor atrium which will showcase the capsule collection and handbag. De La Espada furniture can also be found in the Madison Avenue flagship store and at the brand’s Mayfair boutique in London.

The De La Espada furniture featured was previously used for exhibitions and photoshoots, eliminating the need to craft new pieces for the display. All of the products are crafted from premium sustainable hardwood bonded with traditional joinery and wood glue, and hand finished with natural oil and wax. Upholstered products are luxurious fabrics carefully chosen for their tactility and enduring performance. Built to last a lifetime, each product reflects rigorous engineering, the vision of a leading designer, the hand of a master crafts person and the enduring beauty of robust natural materials. The selection includes designs by British industrial designer Matthew Hilton, Shanghai-based architecture and design studio Neri&Hu, and Istanbul-based studio Autoban.

About Gabriela Hearst

Gabriela honored her family’s heritage through the launch of her eponymous label in Fall 2015 after taking over the operations of her father’s ranch in Uruguay. She wanted to create a brand that reflects a slower pace and process: where things are made with care and detail, where tradition is more important than trend, where there is a purpose to every piece. Gabriela’s commitment is to make a strong and modern collection without compromising her ethics and key values, taking into consideration where materials come from and who is making them: luxury with a conscience, or in other words, “honest luxury”. In 2018, Gabriela was appointed to the board of trustees of Save the Children. The Gabriela Hearst Flagship store on Madison Avenue in New York opened in November 2018, the London store on Brook street opened August 2019. Gabriela Hearst is the 2020 winner of the CFDA Womenswear Designer of the Year.

Notes to Editors:

De La Espada furniture is where the creativity of some of the world’s leading designers meets the highest level of European craftsmanship. Our solar-powered factory in Portugal is at the heart of our business. Specialising in solid wood, our expert craftspeople combine advanced technology with handcraft to create truly unique, meaningful objects in premium sustainable timber. Each product is meticulously detailed and engineered to last a lifetime. De La Espada work closely with carefully selected international design partners. The De La Espada product range reflects the diversity of the collaborators as well as a unifying approach to materiality, craft, functionality, and longevity. From the designer to the craftsperson, there is pride in work well done, in rising to challenges and getting every detail right. De La Espada products are imbued with warmth and meaning brought by the hands that bear them.

Barbour Launches Wax for Life at Selfridges

Barbour launches first wax for life station in Selfridges as part of Project Earth initiative

From 28 September, leading heritage and lifestyle brand, Barbour will launch a permanent space in Selfridges in Oxford Street called Wax for Life. Supporting the department store’s Project Earth initiative which launched in August, the Wax for Life station will feature a dedicated re-waxing area, customisation, upcycled Barbour Re-Loved jackets and the latest collection of Barbour Gold Standard premium wax jackets alongside the brand’s classic waxes and clothing. Located on the first floor in the menswear department, opposite the Brasserie of Light, the Wax for Life station will showcase the sustainable benefits of owning a Barbour wax jacket and give customers the opportunity to immerse themselves in a world of wax. It follows on from the successful partnership with Selfridges on the E-Defender where Barbour designed and supplied the interior fabrics as part of the launch of the Project Earth initiative.

Paul Wilkinson, Global Marketing and Commercial Director, Barbour said “Our Wax for Life station in Selfridges is the first of its kind. It demonstrates our commitment to sustainability and the environment and we are delighted to be launching it in Selfridges as part of their Project Earth initiative which is all about encouraging people to shop more responsibly. With the growing understanding and interest in sustainability, we’ve recently seen a real boom in rewaxing by customers keen to extend the life of their wax jackets.”

Jack Cassidy, Head of Menswear at Selfridges says: “It’s so exciting to see a brand with a heritage as rich as Barbour take part in an initiative as transformational as Project Earth. Durability has always been at the heart of Barbour products, and the Wax for Life station is the perfect project for us to launch alongside Project Earth to enable Selfridges’ customers to breathe new life into their most loved Barbour jackets.”
The Barbour Wax for Life station will include:

Re-Waxing – there will be a dedicated re-waxing area for customers to drop off their wax jackets to be re-waxed. With regular wear a Barbour wax jacket should be re-waxed annually to extend the life of the jacket and ensure that it continues to offer the best in protection and weather resistance. Through re-waxing, the colour will remain bold and the restoration of the jacket will leave the fabric looking less worn, ultimately resulting in a garment which is closer to its original colour and finish.

Customisation – customers can have their Barbour jackets embroidered with their initials on the collar or pocket to make their jacket even more special and one they will want to keep hold of.

Barbour Re-Loved – an upcycle jacket restoration programme. Barbour wax jackets that have been returned to the company by customers who no longer have a need for them, are laundered, repaired and restored in Barbour’s factory in South Shields in the North East of England and then sold on to a new home to continue the life and story of the jacket. There are three types of Re-Loved jackets available exclusively in Selfridges:

Barbour Re-Loved Classic – Barbour wax jackets that have been laundered and lovingly repaired in the factory in South Shields.

Barbour Supa Re-Loved – Barbour wax jackets that have been laundered and lovingly restored with contrasting patches in the factory in South Shields.

Barbour Re-Loved Collectables – A small number of collectable wax jackets which are over 30 years old with either one or two Royal Warrants. In 1974, Barbour received their first Royal Warrant from HRH The Duke of Edinburgh and in 1982, received their second from HM The Queen. Those with two Royal Warrants are particularly collectable as it was only five years from 1982 to 1987 before Barbour was awarded a third Royal Warrant from HRH The Prince of Wales.

Barbour Gold Standard – a new sub brand for Autumn Winter 20, this is a collection of luxury premium outerwear inspired by the Barbour archives which date back to 1910. It represents the pinnacle of Barbour’s offering celebrating expert craftsmanship and a design knowledge that has been gathered over 125 years. The collection combines robust practicality in rugged styles in Barbour’s signature waxed cotton and quilt fabrics. Intelligently designed in ergonomic and engineered cuts, each jacket is full of artisanal craftsmanship with a high attention to detail, there to be discovered.


Selfridges today launches a transformational new sustainability initiative, Project Earth – its commitment to change the way we shop by 2025.

The initiative builds on the industry leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Selfridges aims to help customers change the way they shop in three ways: by 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. Working closely with over 300 brand partners and with support from the Woodland Trust and WWF, Project Earth will kickstart with eight weeks of experiments, innovations and conversations, across all stores and online, dedicated to reinventing retail.

Selfridges is the first luxury department store to set tough material requirements as part of their commitment to a science-based Scope 3 carbon reduction target in goods and services. ​

Through Project Earth, Selfridges commits to:

  • Materials – Ensure the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025
  • Models – Pioneer new retail models and experiences, making Selfridges synonymous with circularity, including repair, resell, refill and rental​
  • Mindsets – Put longevity, creativity and sustainability at the heart of the business, and engage with teams, partners and customers to effect change

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement.

Alannah Weston, Selfridges Group Chairman, says: “For the last decade we have taken ground-breaking steps to put people and planet at the heart of our business, embedding sustainability alongside creativity. Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years.

“Since Project Ocean in 2011, Selfridges has been focused on changing mindsets around sustainability both inside our industry and in conversation with our customer. Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose. Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature.  Achieving our ambitions won’t be easy, but we are in a unique position to be able to work with our team members, partners and customers to co-create change and explore possibilities for a sustainable future.”

Anne Pitcher, Global Managing Director of Selfridges Group, says: “In a way we never could have predicted, the cycle of consumption has been broken by the pandemic marking a moment of change in our customers to a more considered mindset and requiring us to set new expectations for retail.  We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business. Selfridges has the platform to change how shopping is done wrapped up in the destinations, experiences and inspiration customers want from us. And the tough, stretching targets we have set ourselves underpin our commitment to change our business and our ambition to imagine and create a sustainable future for our customers.”

Notes to Editors:

  • Project Earth launches with collaborations from more than 300 brand partners, with exclusive collections from Prada Re-Nylon, Barbour, HURR, Duke’s Cupboard, Harper Collective, Craig Green, Levi’s, KITH and Seletti.
  • Project Earth will be supported by a programme of events and activities to engage with issues, amplify conversations and challenge mindsets by exploring the most exciting ideas in sustainability with some of the most influential thinkers in the space. There will be a series of 13 talks, takeovers and screenings with 10 partners such as How To Academy and Intelligence Squared and more than 20 events engaging with stories, brands and services to engage customers with the future of shopping. These include:
  • Ethical Consumerism: oxymoron or opportunity? (The Guardian webinar, 18th September)
  • Reimaging the fashion world (How To Academy webinar, 20th September)
  • Climate Action: meet the champions of change (How To Academy webinar, 20th October)
  • The Climate Changemakers: Meet the young activists fighting for climate justice (Inteligence2 webinar, 6th October)
  • The Future of sustainable beauty with Sali Hughes (Webinar, 9th October)
  • Immaterial Fashion: the end of ownership? (The Future Laboratory Instagram takeover, 8thOctober)
  • Better together: how to build a movement (How To Academy webinar, 13th October)
  • Sowing the seed: how can we become ethical eaters? (Intelligence Squared webinar, 14thOctober)
  • Eco Innovations: future-facing ideas for our changing world (How To Academy webinar, 15thOctober)
  • Selfridges is embedding circularity into the business with new services including a Repairs Concierge, helping customers to find which repair service is needed to make love-worn items as good as new and Resellfridges (launching in September), its first own brand resale model, making it easier than ever for customers to shop pre-loved, vintage or archive clothing and accessories.
  • All Project Earth displays and signage across Selfridges four stores in London, Birmingham and Manchester have been created from recycled or sustainably sourced materials. Eco paints have been used across all painted elements and all vinyl is PVC free and will be incinerated for energy after use. All props used for Project Earth will be reused for future projects.
  • Selfridges will introduce new Project Earth labelling (replacing the Buying Better labelling scheme) signposting to customers in store and online products that have a specific sustainable attribute. For example:
  • Over 700 products from more than 130 brands that contain recycled materials and ingredients or reduce the consumption of single use plastics will be labelled as ‘Reducing Waste’
  • Over 400 products from more than 40 brands will be labelled ‘Organic’
  • Over 550 products from more than 20 brands that avoid all animal-derived ingredients will be labelled ‘Vegan’