SS21 menswear: New age of self-expression

Thanks to these strange times, the old style rules are out and boundaries are blurred. We’ve been wearing tracksuits for the 9–5, bringing out tailoring for virtual celebrations and wearing our usual going-out-to-the-bar outfits for our going-out-to-get-some-milk trips. And yet, it has also given us time to reflect on our tastes and question: what dowe really want to wear when all bets are off? Who are the brands we truly identify with, and why? And with spring just around the corner, how do we want to emerge back into the world?

Freed up from trends and the usual fashion rules, self-discovery is key. With that in mind, Daniel Sannwald’s surreal photographs capture the many sides of your character you can explore this spring and beyond. A distillation of true, individual style.

FIND NEW FASHION FRONTIERS

Many of us have, understandably, lost all momentum when it comes to getting dressed. But perhaps that makes for the perfect opportunity to discover something new and explore a braver side of ourselves. For starters, donning bold colour is an easy win to boost your mood – JW Anderson, Bottega Veneta and Marni have that in spades this season, brightening up any rainy day. Delving deeper, earth-conscious designers such as Bethany Williams, who champions upcycling, and community-orientated brands like Labrum London, whose collections showcase untold stories of West Africa, make for design with a strong message – a (stylish) way to express yourself and your values, without saying a word.

MIX AND (MIS)MATCH

Have you found yourself wearing some, shall we say, unorthodox outfits over the past year? Thought so – but we bet a few have opened doors to clothing combinations you may not previously have considered. A designer who’s forever freeing up room for new ideas, Virgil Abloh said of his latest Off-White collection, “I thought of this muse, sort of half businessman, half youthful teenager – and how they can crash together.” Channel that childhood playfulness and newfound experimental side of yourself. How about a hiking vest with a collared jacket? Wellies with tailored trousers? Clashing prints? Patchwork denim? Why not!

RECONSIDER THE CLASSICS

Trench coats. Ties. Adidas’s Tristripe. All mainstays in men’s wardrobes for as long as we can remember. How can we shake things up a bit? Alexander McQueen’s answer is a spliced, reversible version of a belted trench – part of a collection created during lockdown that drew on archive styles and deadstock fabrics for inspiration. Ties – as much neglected as the office water cooler right now – showed up as belts at Versace and in shirt fabrics at Craig Green. Grace Wales Bonner, meanwhile, said of her collaboration with adidas Originals, “I was interested in elevating the familiar, and bringing an eveningwear and tailored sensibility to this essential collection.” Across these designers’ collections, the evolution of traditional menswear ‘uniforms’ grants you free rein – when you find what works for you, go for it.

WHY WE WANT, NEED AND LOVE: MORE JOY

With the capsule label created by Christopher and Tammy Kane landing at Selfridges – including exclusive pieces you won’t find anywhere else – we dive into the world of More Joy. It’s minimal designs and honest, pleasure-seeking ethos are the breath of fresh air we all need right now.

HOW TO INDULDGE A BEAUTY LOVER THIS VALENTINE’S DAY

Whatever their beauty vice, Selfridges has the perfect gift, ready to wow.

Looking for a gift to please the beauty lover in your life? Or in the mood for a little self-gifting, perhaps? (Go on, you deserve it.) When it comes to gifting, we’re of the mind that going down the personal route is always best. Ask yourself: what’s their ‘thing’? How do they like to unwind? Are they a ‘killer red lipstick’ or ‘luxurious bath oil’ kind of person? Whether they’re a serial soaker, a fragrance hoarder or master of a many-stepped morning routine, these are the gifts to truly indulge their guilty pleasures, no matter what their beauty vice.

WHAT’S BIG IN BEAUTY FOR 2021?

After a year like no other, we reflect on the changes to our everyday beauty rituals and look ahead to the big ideas, product launches and trends that we’re most excited for in 2021. So buckle up beauty fans, you’re in for a treat!

The Cocoon Factor

There’s no denying our appetite for products that can soothe the body and calm the mind has grown tenfold over the past year. And while ‘wellness’ is a term that often rolls around every January, our newfound appreciation of soothing beauty rituals is pushing this area of beauty into new, seriously pampering territory. Interestingly, we’re seeing age-old rituals experiencing a resurgence, with people embracing tried-and-tested routes to wellbeing for the first time – from acupuncture mats to dry brushing. Looking ahead, we’re perhaps most excited by the developments in the world of supplements as years of medical research are being poured into capsules that promise to heal and protect the skin from inside out (discover some of our favourites here).

And yet the sensorial pleasure we get from applying a luxurious oil or deeply nourishing cream continues to provide the day-to-day comfort we’re looking for, particularly in these cold winter months. Some of our self-care favourites include La Mer’s skin-plumping Genaissance Set, Sisley’s bestselling Black Rose collection (you’ll find the mask in every beauty editor’s bathroom), and Augustinus Bader’s potent products renowned for their ability to deeply hydrate and repair the skin.

“2020 has been the year for self-care and an increased focus on what we are putting on and in our bodies. The beauty of supplements is exactly that – to add to your existing routine. Our customers are really responding to the heightened desire to look after ourselves, from sleep-inducing supplements and CBD to skin, hair and nail boosters, there’s something for everyone.”

– Emily Saunders, Beauty Buyer

The 2021 Face

Although 2020 was the year our everyday make-up routines went out of the window, it encouraged us to take a step back and hit reset. So, what do we want from our products in 2021? Well, if the last year is anything to go by, we’re seeing a desire to go back to basics – we want to look the healthiest, most radiant version of ourselves, even if we’ve spent just five minutes on our routine. Think: fresh, dewy skin thanks to CC creams, tinted moisturisers and glow-giving serums that offer a hint of colour with little effort. Proving basic needn’t be boring, we’re excited by the new crop of sophisticated formulas that deliver bold pigments in effortless textures – look no further than NARS’ Air Matte Lip Colour, which lasts for hours yet feels as light as, well, air. On the subject of ease, we’re particularly fond of the rise in hybrid products that can be used on eyes, lips, cheeks – or anywhere you fancy. From the multi-use sticks in Dior’s new Pure Glow collection to Nudestix’s bestselling all-over face colour – they’re everywhere. 

All-clusive Beauty

It goes without saying: everyone should be able to enjoy beauty. And as integral as a fully inclusive shade range is, the conversation around race and representation now goes beyond just offering additional shades to a foundation line. Instead, we’re looking to the Black-founded brands that are questioning the status quo and moving things forward – from the inspiring Cashmere Nicole of Beauty Bakerie to the powerhouse that is Pat McGrath, plus the women behind Dizziak and Bouclème who saw a gap in the market for luxurious and effective haircare for all hair types, including afro hair. Nigerian-born Sharon Chuter founded UOMA on the principle of empowering women to celebrate their differences. “Everything should not be one size fits all,” explains Sharon, “this is why we created a foundation with unique formulas for different skin types. Inclusivity starts at home. As an industry, we need to learn to embrace our differences, uniqueness, heritage and identity.”

“I hope to play a small part in making the world a better place – a place where women who look like me understand that they are truly beautiful and have the courage to explore that from outside in. Every person deserves to have that feeling of being enough, being worthy, being beautiful.”

– Sharon Chuter, Founder, CEO & Creative Director of UOMA

Scent-scapism

Fragrance has a unique way of transporting you to a happy memory or even making you feel (for a split second) like you’re in sunnier climates. It’s this power of escapism that brands are focusing on more than ever, with complex, evocative scents that are rich in storytelling. Gone are the days of spritzing a simple feminine floral bouquet; modern fragrances are all about the experience. ‘How does that fragrance make you feel?’ ‘Who do you want to be today?’ are just some of the questions you may ask yourself before choosing your next bottle. A discovery set is a great way to test-drive a few – Byredo’s La Sélection Nomade includes three travel-size versions of its bestsellers for an introduction to the chic Scandi brand. And when it comes to storytelling through scent, does anyone do it better than Maison Margiela? Hmm, probably not. Its Replica fragrances are designed to evoke personal memories and locations – from favourites Beach Walk and Lazy Sunday Morning to By The Fireplace (which makes the perfect cosy winter candle). Finally, for those with some serious wanderlust (we hear you), transport yourself to the balmy evenings of Miami or Italy thanks to the citrussy musks of Loewe’s Agua Miami or Tom Ford’s Neroli Portofino.

Conscious Beauty

As we look ahead to 2021, sustainability is, and will always be, an integral thread that runs through the pleasure we find in beauty. We love championing brands that are doing their bit for people and the planet, and this year we’ll be welcoming even more Project Earth products to our ever-growing roster. Today, earth-conscious brands are proving that their formulas are just as luxurious and indulgent as their counterparts – from Tata Harper and Sunday Riley’s high-grade cruelty-free skincare to the totally vegan Biossance, which are all housed in recyclable packaging. Also reducing their footprint are Hermès with its gorgeous refillable lipsticks and fragrance brand Floral Street, whose vegan candles are all responsibly sourced and recyclable. And finally, we’re excited to tease the launch of Westman Atelier (launching later this month), the range of carefully crafted products marry skin-loving (palm-oil free!) ingredients with fast, easy make-up solutions from world-renowned make-up artist Gucci Westman.

“Modern and exciting beauty brands place as much importance on a product’s impact on the environment as on our skin, hair and wellbeing. More than ever, it’s what consumers expect.”

– Sali Hughes, Journalist and Beauty Editor

PRADA HOLIDAY POP-UP LAUNCHES AT SELFRIDGES

Prada, in collaboration with Selfridges, presents the new ‘Prada Holiday’ pop-up store, a magical space dedicated to exclusive gifts for men and women during the Holiday period.

The installation concept is characterized by a modern reinterpretation of the typical festive motifs. Large multi-level silhouettes create three-dimensional compositions on which the products are displayed. White and red, evocative colours of the festivity, are the protagonists of the space and decorate both the columns and the iconic chequered floor. The triangular Prada logo also stands out in white and red.

Gyles and George X Rowing Blazers Launches at Selfridges

Two Iconic Jumpers Worn by Princess Diana Are Back

The Princess of Wales’ “black sheep” and “I’m A Luxury” jumpers made headlines in the ‘80s. Now they’re back, thanks to collaborations between their original British designers and NYC brand Rowing Blazers

A young Lady Diana Spencer, newly engaged to the Prince of Wales, made headlines when she wore a now-iconic red jumper to watch her fiancé play polo in 1980. Emblazoned with rows of white sheep – and one black sheep – it was interpreted by some in the press to mean that the Princess-to-be may have felt like something of an outsider in the Royal family.


The “sheep sweater” – which Diana wore on several other prominent occasions during her marriage – was actually designed in 1979 by two twenty-something Londoners, Joanna Osborne and Sally Muir, and produced by their cheerfully-named brand, Warm & Wonderful. Selling their knits from a market stall in Covent Garden, they counted not only the Princess of Wales, but also David Bowie, Andy Warhol, and a collection of other ‘80s icons among their customers.


Osborne and Muir – now fine artists whose work has appeared in the Royal Academy – haven’t produced the design or used the “Warm & Wonderful” name since 1994… until now. This, and another iconic knit famously worn by the late Princess, are back, produced as exclusive collaborations with Rowing Blazers, an irreverent, vintage-inspired New York brand worn by the likes of Timothee Chalamet and NBA star Russell Westbrook.
“As artists, we’ve always identified with black sheep ourselves: because of a recessive gene, black sheep are born with black wool in flocks of otherwise white sheep (in a flock of a hundred, there might only be one black sheep!),” wrote Osborne and Muir. “Since Diana’s first public appearance in one of our bright red sheep jumpers — at a polo match in 1980 — she and the design have been inextricably linked. As Princess of Wales, she wore the sweater on several other occasions, eliciting a great deal of press commentary and making the design incredibly popular, not only here in the U.K., but around the world. Throughout the ’80s, our sheep sweaters were carried at department stores from New York to Tokyo.”


The sweater’s popularity also, of course, led to many knock-offs. While the design has been copied many times over the years, Osborne and Muir’s “Warm & Wonderful” jumper is the first and most famous: The Victoria & Albert Museum even has one in its permanent collection.


Another iconic Diana knit – a soft pink and white sweater with the cryptic phrase “I’m A Luxury” blocked out across the front – also forms part of Rowing Blazers’ FW20 collection, again produced in collaboration with the jumper’s original designers: Gyles Brandreth, a British writer, entertainer, and sometime Member of Parliament, and George Hostler, an artist and sculptor turned knitwear designer. Known for their sense of humor, the pair made sweaters for the Princess of Wales, Elton John, and for Gyles himself – whose own television career became closely intertwined with their colorful jumpers.


Gyles says, “When I was appearing regularly on TV-am, Countdown, and game shows like Give Us A Clue, George and I created new jumper designs for me to wear for each appearance. This was all before the age of the internet – let alone the fax. Because he was based in Leicester and I was in London, I’d call him to discuss an idea, or send a doodle of a design to him on a postcard; he’d then create the jumper, parcel it up and send it up to London by train. I’d be at the parcels office at St Pancras station several days a week picking up packages from George.”


Of the collaborations, Rowing Blazers creative director Jack Carlson says: “Both of these sweater designs have been copied or referenced by others over the years (sometimes without crediting or acknowledging the original designers). But collaborating with the original designers is exactly what makes this so special to me. I can just picture Joanna and Sally in their twenties, selling their jumpers to Sloane Rangers, pop stars, and royalty. I think there’s a lot of nostalgia in the air right now, and a great renewed interest in Diana’s style in particular. When I was little, in the early ’90s, my family lived in Hampstead in north London, and my mother had one of the original Warm & Wonderful sheep sweaters. It looks as great now as it did then. And I’ve collected vintage Gyles & George jumpers online for years – but an authentic ‘I’m A Luxury’ sweater is nearly impossible to find. The timing couldn’t be better for Rowing Blazers to bring these iconic designs out of the archives with the brands and designers who originally created them.”


Rowing Blazers Autumn/Winter ’20 collection, including the Warm & Wonderful sheep sweater and Gyles & George “Luxury” sweater, will be available exclusively at rowingblazers.com, Rowing Blazers’ New York flagship, Selfridges London and Selfridges.com.

SKIMS MAKES INTERNATIONAL DEBUT AT SELFRIDGES

SKIMS, created by Kim Kardashian West, makes its International retail debut in partnership with Selfridges, launching today in London, Birmingham and Manchester and at Selfridges.com.

SKIMS was founded by Kim Kardashian West in September 2019 as a new approach to shape-enhancing undergarments, offering essential, flattering silhouettes for every day. 

Over 200 solution-focused options and loungewear pieces across sizes XXS – 5X and 9 tonal colourways will be available at launch, including the signature Body Suit, Solution Short, Waist Trainer and Body Tape, with further newness arriving throughout the season.

To celebrate the launch Selfridges has collaborated with Kim Kardashian West, and artist and photographer Vanessa Beecroft to host an exclusive Instagram life-drawing challenge that celebrates inclusivity, beauty and positivity. The challenge, which launched on October 1st via Selfridges IG, sees Kim hold a series of poses wearing SKIMS, captured by Beecroft. We have been inviting our audience to interpret by creating and uploading artwork in any form or medium, tagging @theofficialselfridges.

For a special in-store experience, the Selfridges Body Studio will host an exclusive SKIMS café just for the first two days, providing customers complimentary hot drinks and pastries all covered in SKIMS branding.

About Skims

SKIMS offers truly considered, unique, and highly technical undergarment solutions for every body. The signature SKIMS collection of shapewear, Solutionwear™, disrupted the market with its new approach to enhancing, never flattening, your natural shape. Made from proprietary, performance level fabrics, Solutionwear™ supports, lifts, and smooths. Founded by Kim Kardashian West, SKIMS offers a range of collections in addition to Solutionwear™ including essential underwear and bodysuits made from super soft and form fitting fabrics, lounge pieces that provide both comfort and style, and an array of fail-proof styling accessories. SKIMS flatters all bodies and skin tones and is available in sizes XXS-4X and up to 5X in Solutionwear™, 31 cups, and 9 tonal shades.

#hellobaobao by Issey Miyake Launches Exclusively At Selfridges

This exclusive collection and whimsical size offer a unique opportunity to experience the world of BAO BAO ISSEY MIYAKE.

BAO BAOISSEY MIYAKE is a line of bags and pouches with the theme; ‘shapes made by chance’. Using an innovative manufacturing process and a unique concept, the triangular pieces transform the bags from two-dimensional objects to three-dimensional pieces during use, bringing joy and creativity, created by chance. #hellobaobao is a special campaign launched by BAO BAO ISSEY MIYAKE, to give a playful new perspective of the brand.


Original BAO BAO ISSEY MIYAKE products differ in size and arrangement, these new #hellobaobao exclusive mini products are designed to be ¼ of the original size of the basic styles released each season: the LUCENT and ROCK series.
Available in 8 colours: deep red, blue, green and yellow along with the basic coloursof; black, silver, white and beige.
These new limited edition products can be used as a mini bag for your wallet or smartphone to travel light or as an actual charmattached to the straps of your standard BAO BAOISSEY MYAKE tote bag.

SELFRIDGES INTRODUCES: THE PROJECT EARTH BEAUTY BAG

THE PROJECT EARTH BEAUTY BAG

Selfridges continues to strive to reduce the use of plastics across its beauty departments and tackle the use of plastic packaging. With offers from more than 30 brands in the plastic conscious beauty edit, Selfridges is bringing an ever-growing offer of earth-conscious alternatives to customers to reduce the unnecessary plastic in their beauty routine. A Project Earth Beauty Bag will be available; a carefully curated edit of plastic conscious beauty products chosen by Selfridges team of experts including brands Dame, Face Halo and Farryn Amber. Other pop-ups taking residence in the Oxford Street store during the campaign include Aveda, Ren and Davines, all of which have unique and sustainable concepts. 

The Selfridges Project Earth Beauty Bag Includes: Georganics Peppermint Natural Toothpaste 60ml, REN Jelly Cleanser 100ml, Awake Organics Hydrate & Protect 15g, Dame Organic Tampons pack of 14, Face Halo Original, Farryn Amber Superfruit Face Milk 30ml, FEKKAI Brilliant Gloss Shampoo 60ml, FEKKAI Brilliant Gloss Conditioner 60ml, Indie Lee Essential Body Lotion 30ml, Summer Fridays Overtime Mask 28g, LastSwab Original Swab, The Natural Deodorant Co. Lemon + Geranium Clean Deodorant Balm 10g, FOAMIE Body Bar 80g, Truthbrush bamboo toothbrush

Product and Brand Information:

Awake Organics – Hydrate and Protect 15g

A vitamin-packed blend of 100% natural, certified organic, nourishing food-grade oils. Made with organic frankincense and a pure beeswax barrier. Awake Organics was established in 2017 by Northamptonshire based husband and wife team, Melissa and James Kimbell, Awake Organics is a multi-award-winning, plastic-free personal care brand with sustainability at heart.

Dame – Organic Cotton Tampon

Produced from 100% organic cotton, free from toxins and synthetics, biodegradable, kinder to your body & the planet. Dame is on a mission to make periods positive for people and the planet.  Cleaning up the period industry, focusing on plastic waste, harsh chemicals and period shame. Believes everyone should have access to period products free from toxins, discomfort and negative language. Dame is certified B Corp and Carbon Neutral Plus holding ourselves accountable to the highest environmental and ethical standards.

Face Halo – Reusable makeup remover:

Face Halo, the modern makeup remover is a revolutionary NEW HaloTech fibre face sponge that can reach deep into your pores to remove and trap makeup, without the use of any environmentally harmful products. Face Halo’s award-winning makeup remover is dual-sided and reusable, replacing up to 500 traditional makeup wipes. Founder, Lizzy’s 15-year background in fibre technology inspired her to create a makeup remover that ticked all the boxes: effective, non-toxic, environmentally friendly, and cost-efficient. Face Halo launched in May 2017, changing the way the world removes makeup.

Farryn Amber – Superfruit Face Milk

Hand blended with potent raw botanical plant oils, natural minerals and rose quartz crystals to brighten, detoxify and soothe stressed skin. Honest, Transparent + Clean Skincare. Unlock your best skin with our beautifully effective, fuss free eco-luxury skincare. Hand made, certified cruelty free & vegan.

Fekkai Brilliant Gloss Shampoo & Conditioner

Shampoo – nutrient-rich, gloss-boosting shampoo for dry hair creating shine and moisture replenishment. Conditioner – a nutrient-rich, gloss-boosting conditioner for dry hair. Helps deliver slip & shine without lingering residue. Vegan, cruelty-free & gluten-free. 100% recyclable package / bottles made of 95% recycled plastic

Foamie – 2in1 Body Bar

The ultimate replacement for shower gel bottles. Peppermint oil opens the pores, allowing for deep cleansing while green tea invigorates the skin. FOAMIE is on a mission to “Think Outside the Bottle” and re-invent the way you think about your bathroom routine, with planet-friendly solutions that function as you would expect, smell incredible, and leave a lasting effect on your skin and hair.

Georganics – English Peppermint Toothpaste

Natural toothpaste is blended with organic Peppermint oil. Similar to Spearmint, this formula packs a punch with a much stronger minty flavour. PETA Cruelty-free & Vegan, Gluten-free, Free from Fluoride, SLS & Glycerin, Organic, mineral-rich formula, promoting remineralisation. In a recyclable glass jar, aluminium lid and compostable box.

Indie Lee – Body Lotion

A non-greasy, hydrating body lotion to optimize skin texture. Conditioning Butters and Oils leave skin soft, smooth and beautifully moisturized. Indie Lee skincare is a clean beauty line dedicated to educating and empowering others to live their healthiest life.

Last Object – Last Swab

LastSwab is an alternative to the everyday cotton swab. It’s made in a basic and beauty version. Made from TPE, nylon, and stored in a plant-based carrying case, one LastSwab is meant to replace 1000 single-use cotton swabs. LastSwab is an opportunity to transform our routines for the benefit of the planet while also simplifying and decluttering our lives.

Natural Deodorant – Deodorant balm

Flawlessly effective Lemon and Geranium natural deodorant with a creamy formula providing invisible, fast-absorbing protection to neutralise odour and absorb perspiration. Product is 100% natural, free from preservatives, alcohol, artificial fragrance & palm oil.

REN – Perfect Canvas Clean Jelly Oil Cleanser

The gentle yet effective cleansing treatment that is clinically proven to remove waterproof makeup, pollution and SPF. All housed in a tube made from 50% PCR (Post-Consumer Recycled) plastic, with a 100% PCR cap. Constantly challenging skincare convention, REN Clean Skincare offers high-performance skincare with visible results -while avoiding any ingredients that don’t benefit skin. Since then the vision has evolved to include pioneering clean packaging, researching and creating solutions to reduce our waste impact,  and being the first prestige skincare brand to pledge Zero Waste in all packaging by 2021*.

Skin Sapiens – Lip Balm

A delicate blend of 10 fruit and seed oils forms a light-textured balm for an easy application on your lips. Skin Sapiens aim to put you back in total control of what goes on your skin, and into the planet.

Summer Fridays – Overtime Mask

Perfect for dull or congested skin, this clarifying mask uses vitamin-packed pumpkin and exfoliating apricot seed powder to gently polish away dead skin cells for a luminous effect. Soothing oat kernel proteins and free radical-fighting antioxidants make this brightening mask the ultimate glow-getter. Summer Fridays combine good-for-you ingredients with beautiful packaging to take your beauty regimen on a radiant journey. Summer Fridays products are vegan, cruelty-free, paraben-free and come in recyclable packaging.

Truthbrush – Recycled bamboo toothbrush

Bamboo toothbrush with our new soft or medium plant-based bristles. The soft bristles are transparent and the medium bristles are white. Plant-based bristles are 62% castor oil and 38% nylon. The packaging is fully recyclable and all shipping is carbon neutral.

PRADA RE-NYLON FOR SELFRIDGES CORNER SHOP

A worldwide preview at the Selfridges Corner Shop Opening Monday 17th August 2020 in line with Project Earth

Selfridges marks the launch of Project Earth with a global-first preview of the new Prada Re-Nylon collection, presented within the Selfridges Corner Shop. Re-Nylon is a sustainable line of Prada – launched in 2019 – executed in unique regenerated nylon obtained through the recycling and purification process of plastic waste collected from oceans, fishing nets, and textile fibre waste.

Through a process of depolymerization and re-polymerisation, the yarn can be recycled indefinitely, with no loss of quality. Committed to protecting the environment, in recent years, the Prada Group has invested in projects aimed at saving energy and promoting examples of good practice within the luxury sector: the Prada Re-Nylon initiative is one of the latest proofs of its sustainability commitment in action.

Project Earth is Selfridges major new sustainability initiative that builds on the industry leading steps Selfridges has taken over the last 15 years to place sustainability at the heart of the business. [more information to be announced on Monday 17th August 2020].

The Prada Re-Nylon Corner Shop experience is immersive and absolute. The space features short movies produced by National Geographic, displayed in sync on scenographic multiscreen large-scale arches. All surfaces are covered with video wallpaper, evoking the sustainability principles of the project with macro animations of natural elements as well as the Re-Nylon industrial process. The video content is entirely black and white: the total absence of colour in the set up recalls the origins of the modern Prada Nylon DNA.

The Re-Nylon collection, to see and buy for the first time at Selfridges ahead of its global release in Mid-September, includes classic Prada accessories shapes, as well as full men’s and women’s ready-to-wear collection, all realized in black regenerated nylon. 

“The Prada Re-Nylon project brings circularity to life by teaming creativity with sustainable product innovation in the Selfridges Corner Shop. Prada brings vision to all elements of its business – sustainability is no exception – I am delighted that through this unique concept developed for our sustainability initiative Project Earth, we are able to share that vision with our customers.” says Selfridges Executive Buying & Merchandising Director, Sebastian Manes