Monday 17th August

| BY Paul Toner

Project Earth: Selfridges Aims To Change The Way We Shop

If you tuned into Channel 4 last week, you probably saw Inside Missguided: Made in Manchester, a four-part docuseries that painted the northern, fast-fashion empire as a glistening pink palace bursting at the brim with female empowerment. The show’s bubbly characters and comforting Mancunian twang was essentially a marketing ploy to mask both the toll fast fashion is taking on our planet, and the company’s appalling treatment of those who actually make Missguided clothes (some factory workers were paid as little as £3 an hour in 2017). It is not enough for gigantic retailers to put out a sustainable collection every now and then and call it a day. There needs transformational change from the inside out. A movement that will be spearheaded by Selfridges.

The luxury shopping mecca has launched a rather brilliant initiative this morning dubbed Project Earth – committed to changing the way we shop by 2025. I know what you’re thinking, this is no easy feat. Yet Selfridges aims to successfully complete this mammoth task through three distinct pathways. First up is addressing the materials used in products stocked by the retailer. Selfridges will continue its work in ensuring the most environmentally impactful materials used throughout the business come from certified, sustainable sources. On top of this, Selfridges is also pioneering new retail models which include both a rental service and a repair and resell initiative, as well as working with its partners and customers to encourage a change in mindset on how we both stock and shop moving through the next decade.

Working with over 300 brand partners, alongside the support of both the Woodland Trust and WWF, Selfridges will continue evolving its Oxford Street flagship to become not only a home for great fashions, but a place where sustainable practice is uplifted consistently and at a frequent pace. Project Earth kicks off today with a Prada Re-Nylon pop-up at the Corner Shop, a taste for what’s to come, which includes engaging talks and events, as well as exclusive collections from Craig Green, Marine Serre, and Stella McCartney. Now, that’s a line-up to look forward to!

Photographs by Matt Writtle. The Prada Re-Nylon pop-up is open at Selfridges now.