Selfridges presents the ultimate guide to Christmas – the setting up, the dressing up, the merry-making and, most importantly, the gift-giving. As our theme is “Season’s Feastings”, we’ll be inspired by the power of food and the rituals around it that bring us together. A culinary fusion of fashion, food and festive fancy across all of our categories.
Christmas decorations to shop, 60% of which are Project Earth labelled as more planet-friendly
Project Earth labelled toys available for Christmas
seasons feastings themed Christmas windows to discover across London, Manchester & Birmingham stores
Christmas hampers and gifts to choose from as well as bespoke options available from the Hampers Concierge
the weight of our giant panettone, available in the Selfridges Foodhall. All proceeds go to our Christmas charity partner, Centrepoint
Let's change the way we shop
Project Earth is our evergreen sustainability strategy with bold, ambitious targets to reinvent retail and meet our commitment to a net zero future
“In creating our store of tomorrow we must commit to a fundamental shift in the way that we do business and use the Selfridges platform for change. Our vision is to reinvent retail and create a more sustainable future, and Project Earth and our new targets underpin this. – Andrew Keith, Selfridges Managing Director
“We recognise that we need to challenge ourselves to accelerate change and our ambitious circular and materials targets do just that. We don’t have all the answers, but we are committed to finding solutions, through a continued imaginative approach to retail innovation. The scale of our ambitions cannot be underestimated but we are inspired by what lies ahead and how we bring this to life for our customers.”
Everything we build, buy and sell will meet our environmental and ethical standards by 2030
By 2025 the most environmentally impactful materials will come from certified, sustainable sources
45% of transactions will come from circular products and services by 2030
We will build an inclusive retail culture in which our teams, communities and customers put people and planet first in all our decisions by 2030
We will achieve net zero carbon emissions across the business by 2040
AW22 POINT OF VIEW
Today, Selfridges (alongside the wider Selfridges Group) has committed to significantly accelerating its target to achieve net zero carbon across its business to 2040 by signing The Climate Pledge – a commitment co-founded by Amazon and Global Optimism to act on the climate emergency and meet the Paris Agreement 10 years early.
Following over a decade of retail activism, from banning fur in 2005, to signing the Fashion Pact in 2019, to removing plastic-based cosmetic glitter in 2021, Selfridges launched the next phase of its sustainability strategy Project Earth in 2020. With a vision to reinvent retail, through Project Earth Selfridges pledges to change the way we shop and the way it does business, underpinned by Science-Based Targets (scopes 1, 2 and 3) and a commitment to net-zero carbon.
Through Project Earth, Selfridges is taking bold action on the climate emergency across three themes; ensuring the most environmentally impactful materials it uses come from certified, sustainable sources by 2025, pioneering new circular business models and experiences across resale, rental, refill, and repair, and using its platform to engage and inspire the mindsets of its partners, customers and teams.
Andrew Keith, Managing Director of Selfridges, said: “Selfridges exists to imagine and create a sustainable future for our customers. This strong sense of purpose is at the heart of everything we do and over the last 16 years, we have taken ground-breaking steps to reinvent retail. However, we know that we need to change the way we shop and the way we do business to urgently address the climate emergency. By coming together with Amazon, Global Optimism and the signatories of the Climate Pledge, we believe we can co-create meaningful change and unite behind positive, solution-led environmentalism.”
Christiana Figueres, Founding Partner of Global Optimism, commented: “The recent report released by the IPCC is the starkest warning yet that the systems supporting human life are reaching tipping points and that the window of time to act decisively is narrowing,” said Christiana Figueres, the UN’s former climate chief and now founding partner of Global Optimism. “This wake up call from science must be faced with courage and conviction. In this light, it’s encouraging that 86 more companies – some of the largest household names in the world – are now joining The Climate Pledge, committing to accelerate their actions to tackle climate change in a timely fashion, and playing their part in building a low-carbon economy. I look forward to the fruits of the leadership we will see from this collective of 200 signatories that are now part of The Climate Pledge.”
Last month, Selfridges marked the first anniversary of Project Earth by publishing a Progress Update that sets out its highlights and hurdles throughout the last 12 months. In early 2022, Selfridges will publish its first full Sustainability Report.
For more information on Project Earth, please visit: www.selfridges.com/GB/en/features/project-earth/commitments/
Notes to Editors:
As a signatory of the Climate Pledge, Selfridges will:
- Measure and report greenhouse gas emissions on a regular basis.
- Implement decarbonization strategies in line with the Paris Agreement through real business change and innovations, including efficiency improvements, renewable energy, materials reductions, and other carbon emission elimination strategies.
- Take actions to neutralize any remaining emissions with additional, quantifiable, real, permanent, and socially beneficial offsets to achieve net zero annual carbon emissions by 2040.
About Selfridges’ carbon reduction targets
Selfridges set Science Based Targets (scopes 1,2 and 3) in 2020, which have been validated by the Science Based Targets Initiative. Selfridges is committed to achieving net-zero carbon across its business by 2040.
Selfridges’ stores are powered by 100% green energy (electricity and gas) and it is focussing on driving down waste and energy consumption year on year.
Selfridges has retained the Carbon Trust triple standard for carbon, water and waste since 2014.
 We will reduce our greenhouse gas emissions from our stores and offices by 64% (from a 2018/19 baseline) by 2030. This target has been approved by the Science-Based Targets Initiative as consistent with what the latest climate science has told us is needed to prevent the most damaging effects of climate change (to keep warming to 1.5°c.).
We also commit to reducing absolute scope 3 GHG emissions from purchased goods and services 30% by 2030 from a 2018 base year, and that 10% of our suppliers by emissions covering logistics and capital goods will have science-based targets by 2024.
Selfridges launches its new window displays: Summer Awakening, inspired by the almighty power of the sun, and the next chapter of its year-long Good Nature creative theme. The project, staged in full across the London store’s 27 large-scale windows and adapted for the windows in Selfridges’ stores in Birmingham and Manchester, reminds onlookers that the sun can be a power for good, sharing a sense of hope, wonder and escapism.
Summer Awakening is Selfridges most-earth conscious display ever, created in large parts from recycled materials, repurposed props from previous schemes, eco-friendly paints, furnishings, arts supplies, and mostly recyclable materials. The range of planet-conscious materials is wide – from reclaimed bamboo, timber and glass; jute, rush, willow, and deadstock fabric. The display also features – for the first time on such a scale in such a creative framework – a wall installation in a polystyrene alternative, made entirely from Mycelium, more commonly known as mushroom protein.
Each window represents a typical and often joyful simple summery scene: a picnic, the summer sun rising on a beach, a day at the Lido, a field of sunflowers or an afternoon barbeque. Selfridges has commissioned bespoke art installations and objects by a line-up of creative talents, including art director and set designer Ibby Njoya, designer and weaver Anne Marie O’Sullivan, designer and maker James Shaw, and artist-maker Amy Bairstow, amongst others.
At the London store, Summer Awakening is completed by a special commission by architecture and design practice, Sam Jacobs Studio, across three windows on Orchard Street, featuring sculptures inspired by summer rituals.
Summer Awakening embodies Selfridges’ Project Earth sustainability commitments. Launched nearly a year ago, Project Earth is a five-year transformational sustainability initiative through which Selfridges pledges to change the way we shop by 2025. One of Project Earth’s three major commitments focuses on ensuring that the most environmentally friendly materials used throughout the business come from certified, sustainable sources by 2025.
Selfridges’ year-long theme, Good Nature, launched in January and is designed as a celebration of pleasure in nature, conceived with optimism for a future of restauration and growth, offering visitors physical and digital experiences responding to the natural world.
Selfridges Creative Director, Hannah Emslie comments: “Our new window displays celebrate the sun’s almighty power for good. We are proud to say that it is the most earth conscious display we’ve ever created, in line with our Project Earth commitments. We’re also excited about sharing new works from talented British creatives produced with mainly natural materials. We hope visitors to our stores in London, Manchester and Birmingham will find plenty to make their worlds’ brighter – even when the sun’s not shining!”
Selfridges introduces two new brands, Schneid Studio ceramics and Elephant & Bamboo home fragrance. For summer, Selfridges edit of outdoor homeware is perfect for creating the Inside Out trend adding bohemian, beachy vibes to any balcony or garden. Whilst fringe lighting and home accessories in vivid pink and orange lay the foundations for a chic 70’s pad.
Today (Monday 26 July), Selfridges has officially unveiled a new monumental public art commission by multi-disciplinary artist Osman Yousefzada at its Birmingham store. The iconic building, famous for its bulbous blue shape and large silver disks is now covered by the world’s largest canvas showcasing Osman Yousefzada’s black and pink patterned design.
This new art installation, co-commissioned with Ikon, Birmingham, entitled Infinity Pattern 1, is dramatically changing the Birmingham skyline as it stretches over 10,000 sq. meters (nearly 50 meters in height and 250 metres in length and weighing 5 tons).
A radical new landmark for the city, Infinity Pattern 1 addresses the issues of race, labour and migration, which have shaped Birmingham’s past and present, but also carries a deep sense of optimism, connectivity and hope. For Osman, who is Birmingham-born, and the son of Pakistani-Afghan migrants, the work contains some autobiographical elements, but at its core it stages the concept of a world without borders, whether physical or imaginary, represented by the endlessly tessellating pattern. This major public artwork – part of Selfridges long-established commitment to supporting creativity in the cities its stores call home – will remain in its completed state until the end of the year. It will be dismantled progressively next year whilst major renovation work to the store, started last winter, come to an end just ahead of the Commonwealth Games. Osman’s installation was chosen following an international competition led by Ikon, Birmingham, the highly esteemed art gallery.
The commission is complemented by an in-store art exhibition, shop and art trail (also opening on 26th July) all co-designed and co-curated with Ikon, as part of an ongoing creative relationship between the gallery and the store. The art exhibition and trail will expand the conversation around some of the topics raised by Infinity Pattern 1, through further new works by Osman, as well as pieces by Birmingham artists Hira Butt, Farwa Moledina and Maryam Wahid, to discover within Selfridges Birmingham store.
Osman’s additional output was developed through a recent residency at Birmingham’s School of Art in Fine Art Printmaking and Sculpture. The new pieces are anchored by a series of mixed-media works on paper, challenge the stereotypes of ‘The Model Migrant’ and the perception of the role of Brown Bodies in the Western world.
The exhibition shop showcases an exclusive collection including tote bags, blankets and vegan leather accessories all featuring the distinctive Infinity Pattern 1 design, alongside a curated selection of products celebrating the city of Birmingham.
Osman Yousefzada said: “The work is entrenched in autoethnographic elements of migration, community formation and how they happen, interact and settle. The work reflects my personal story and more widely my ethnic history and some of the symbolisms inherent to my culture.”
Selfridges Creative Director, Hannah Emslie said: “Selfridges is celebrating the communities of Birmingham through a unique art commission that represents both optimism and transformation. This new work by Osman Yousefzada is uplifting but also meaningful and deeply connected to the fabric and culture of the city. By changing the skyline – at a time when the city itself is changing – we hope to make the world brighter through creative expression, and the people of Birmingham even prouder of their iconic city.”
Jonathan Watkins, Ikon Director said: “After leading the search for an artist to work with Selfridges it’s exciting to see the transformation of Birmingham’s skyline thanks to Osman Yousefzada’s “Infinity Pattern” enveloping this iconic building with extraordinary visual impact. The work smartly conveys his ongoing preoccupation with the nature of cultural identity, a basic human need for belonging and the experience of migration, and these themes will be developed further through an exciting programme of events taking place instore as part of Ikon’s Migrant Festival in August. It couldn’t be more right for this city.”
For further information please visit selfridges.com/osman
Further notes on Infinity Pattern 1
The concept of Infinity Pattern 1 sprung from ‘Her Dreams Are Bigger’, a film Osman made in 2019, in which Bangladeshi garment makers imagine the lives of the women wearing the clothes they make. In the film, one of the garment makers says: “Everyone holds dreams they can afford (…) I have very little money, so my dreams are small”.
Osman Yousefzada said: “The structural infinity built within the design of this installation is a direct and contrasting response to the garment factory worker’s statement of the limitation within their life’s horizon. Instead I’m proposing this antidote that conjures up an endless connectivity, new possibilities, countless new journeys.”
Osman Yousefzada is London-based, Birmingham-born multidisciplinary artist, whose practice has expanded since launching his eponymous label in 2008 revolving around modes of storytelling, merging autobiography with fiction and ritual. His work is concerned with the representation and rupture of the migrational experience and makes reference to socio-political issues of today. These themes are explored through moving image, installations, text works, sculpture, and garment making along with performance.
Ikon is an internationally acclaimed art gallery situated in central Birmingham. Housed in a magnificent Victorian school building, it is an educational charity and works to encourage public engagement with contemporary art through exhibiting new work in a context of debate and participation. It offers free entry to all. Ikon was commissioned by Selfridges to launch an international competition to find the artist who would design the artwork to cover the Birmingham store. Ikon also presented Osman’s first solo exhibition, Being Somewhere Else, in 2018.
Selfridges and the arts
Selfridges has had a long-standing commitment to supporting the arts since its first store opened in 1909 to the most creative window scheme London had ever seen – an homage to works by French painters Fragonard and Watteau. In the past 15 years alone, Selfridges has given its patronage to an ever-increasing number of initiatives focusing on emerging artists in particular; and supporting and engaging with the creative communities in the cities its stores call home in London, Birmingham and Manchester. Selfridges has on-going relationships with IKON, The Yorkshire Sculpture Park, Frieze, The Whitworth, Manchester International Festival and Bold Tendencies. It has commissioned site-specific work to or has exhibited work by artists as diverse as Yayoi Kusama, Fernando Botero, Tracey Emin, Marc Quinn, Sam Taylor Wood, Spencer Tunick, Banksy, Brian Eno, Conrad Shawcross, David LaChapelle and Joana Vasconcelos, Matthew Darbyshire, Yinka Ilori, Jonathan Scofield among many others.
Selfridges Birmingham Renovation
Selfridges in Birmingham’s Bullring is undergoing major renovation work expected to last until summer 2022 whilst the store remains open throughout and trade as normal. The renovation work is being carried out by Hammerson, who owns and manages Bullring & Grand Central and will see the 15,000 silver disks removed and stored, while the building’s facade is replaced alongside installing a new layer of insulation. Once this has taken place, the building will be re-painted in the original eye-catching Yves Klein Blue before the disks are re-attached. The building’s design was created by architects Future Systems and was ground-breaking. Since its original construction, there have been major advances both in construction and building standards as well as insulation. The renovation works and insulation upgrade will deliver a 50% improvement in U-Values (the rate of transfer of heat through a building), making the building more energy efficient to run whilst improving its carbon footprint. This is consistent with Hammerson’s Net Positive strategy.
As of Monday 21st June, Cloudy Bay is recreating their majestic home of New Zealand at
Selfridges London. Taking over the bar on the ground floor, guests will be transported to
Marlborough, New Zealand, the home of Cloudy Bay, through an immersive and luxurious
The Cloudy Bay haven at Selfridges is more than just a bar, it emulates the bay in New Zealand –
showcasing its special, awe inspiring, untouched beauty and now Londoners will have the
opportunity to experience this unique place without needing to cross the Pacific Ocean.
A haven is wherever we find a sense of home; anywhere in the world. It is where we find kindness,
company and comfort. Where we can take a moment to relish a simple luxury. And conscientious
wine lovers can now take that opportunity in London at Cloudy Bay’s Selfridges bar. Cloudy Bay
produce wine to be shared and enjoyed amongst friends – capturing special moments to cherish
for years to come.
The bar itself is designed with nature in mind. Guests will enter through an opening in the Cloudy
Bay tent. Earthy tones and sensorial textures will transport you to New Zealand as you approach
the beautiful wooden bar. There are Covid-19 safe social distancing measures in place but they
won’t feel cumbersome or invasive. Charming lanterns and outdoor lights will guide the way and
guests may find themselves lucky enough to be seated in the snug. This is a haven within a haven;
an elegant and rustic corner sofa within the safe confines of the illustrious tent. Having visited you
will feel well versed in the values and sensibilities of Cloudy Bay.
The Cloudy Bay haven bar will be at Selfridges until the start of October. Here you can indulge in
the prestigious and beloved Cloudy Bay Sauvignon Blanc (2020) as well as their 2019 Pinot Noir,
2019 Chardonnay, 2016 Te Koko and 2017 Te Wahi. The menu also boasts exquisite bar snacks
such as picked white crab meat, world famous Black label jamón ibérico de Monatanera or a vegan
friendly summer salad.
Beyond the family of Cloudy Bay wines there is a range of Champagnes on offer such as Veuve
Clicquot, Ruinart and Dom Pérignon. Cloudy Bay cocktails and soft drinks are also served at the
The demonstration of Cloudy Bay’s haven is an invitation to consider your own. We invite you to
create a personalised map in-store to showcase exactly where your haven is or as a memorable
gift for a loved one. The map can be purchased with a bottle of Cloudy Bay both in-store and online.
We trust you will delight in the taste of this haven Cloudy Bay is lucky enough to call home. Let’s
raise a glass in honour of havens, whatever and wherever they may be – cheers, from our haven
11:30 – 21:00 (Monday to Saturday)
11:30 – 18:30 (Sunday)
Reservation not required, walk-ins welcome
Menu (by glass and bottle):
Cloudy Bay Sauvignon Blanc 2020
Cloudy Bay Pinot Noir 2019
Cloudy Bay Chardonnay 2019
Cloudy Bay Te Koko 2016
Cloudy Bay Te Wahi 2017
Cloudy Bay Pelorus Brut NV
Cloudy Bay Pelorus Rose NV
Champagnes, cocktails, soft drinks and bar nibbles are also available.
Please enjoy responsibly.
About Cloudy Bay:
Cloudy Bay was established in 1985 by David Hohnen, a pioneer and visionary, who was
convinced of New Zealand wines’ great potential. The winery was among the first five to be
established in Marlborough, the country’s finest wine region, and is now highly regarded for the
superlative quality and consistency of its wines. Thirty years later, Cloudy Bay remains New
Zealand’s most recognized winery. Sauvignon Blanc is the Estate’s flagship grape variety.
Cloudy Bay also produces a Chardonnay, a Pinot Noir and a sparkling wine, Pelorus.
Thought-provoking, unconventional and fearlessly creative, Selfridges has always sought to do
things a little differently. More than a shop, Selfridges is a social centre with sustainability at its
heart, powered by imagination, curiosity and creativity. The only store to be named the Best
Department Store in the World four times, Selfridges offers a shopping experience that promises
to surprise, amaze and amuse its customers by delivering extraordinary experiences. The launch
of Project Earth in 2020 marked a new chapter in Selfridges’ history – the start of a challenging
yet vital journey 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 is committed to transforming the way we shop physically and digitally. From
its in-house Cinema, restaurants and bars, skate bowl and extraordinary events calendar, to
celebra ting new and upcoming artists and designers, Selfridges has always been more than the
sum of its products.