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July 18, 2024

Selfridges to change the way the world shops with their new sustainable fashion plan Project Earth

British department store Selfridges & Co., is imaging new ways to do business, keeping the environment in mind with their new five-year sustainability plan, Project Earth.
Selfridges, Oxford Street in London
Selfridges, Oxford Street in London
The UK-based enterprise intends to change the way consumers shop by 2025 in three ways. First and a rather important step is to address the materials used in making the products. Second is to experiment and explore new retail models and third, is to frequently engage with its teams, consumers and brand partners to motivate a shift in their mindset, in terms of creativity, sustainability and durability.
Selfridges’ commitment towards striking a balance between consumerism and the environment spans more than a decade now. They were the first retailer to ban the sale of fur in 2005.
In 2011, the luxury retailer launched ‘Project Oceans’ to prevent overfishing and stop the sale of endangered fish in high-end restaurants and foodhalls; and to safeguard the world’s oceans in the process. This was in association with the Zoological Society of London. The five-year earmarked Project Earth this year is the next step further.
Selfridges sustainable Project ocean
As part of Project Ocean, Selfridges removed all single-use plastic bottles from its stores and offices in 2015
“Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our people and planet can benefit if we act collectively with a shared purpose,” said Alannah Weston, Chairman, Selfridges Group. She added that achieving the targets won’t be easy, but with support of its many brand partners and customers, they are in a unique position to co-create change.
On the heels of this announcement, Selfridges has an exceptional collaboration prepared, featuring Milan-based luxury fashion house Prada. In September, Prada will launch its Re-Nylon collection at the retailer’s London store, featuring bags, accessories, ready-to-wear and footwear. The full lineup is uses Econyl nylon yarn, produced out of ocean plastic, fishing nets and textile scraps that can be recycled indefinitely.
K-pop group Blackpink's Lisa attends Prada FW'20 show
K-pop group Blackpink’s Lisa attends Prada FW’20 show
One of the new ways of shopping at Selfridges will revolve around circular retail; think resale, rental, refill and repair. One of the first such models, Resellfridges will allow buyers to shop pre-loved, archive clothing.
From September 28 onwards, the London flagship store will have vintage collectors selling exclusive and special items, including runway edits for six weeks. Customers could sell their personal collection too, to gain store credits.
CHANEL Cruise 2020-21 shot by Juliane Martinez
Chanel Cruise 2020/21 shot by Julien Martinez Leclerc
The brand will also offer rental services for 4 to 20 days from The Selfridges Rental Collection in partnership with HURR, a designer wardrobe rental platform. More than 40 luxury favourites including Zimmerman, Burberry, Bottega Veneta and Dior will be accessible offline and online at

Pratishtha Rana


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