The digital revolution continues to transform everything from politics to pop music, so we invited some of the world's most boundary-breaking digital creatives to reimagine what shopping, style and the department store might look like in the not-so-distant future.

We teamed up with London-based Stylist and Creative Director Jamie-Maree Shipton to reimagine the most iconic wardrobe staple of all: denim.

With new technological advances reshaping the fashion and retail landscapes, we explored how you can experience the digital revolution at first hand – from a must-try virtual reality experience to the AI influencers to follow.

Meet the five new-generation creatives who collaborated with us on The New Order.


Digital Artist and Creative Director known for his mind-blowing surrealist, 3D-scanned compositions


A global network that champions womxn and non-binary people within 3D animation


Spanish-Croatian Photographer and Creative Director whose Instagram face filter had 12-million downloads in its first week


Parisian-born Art Director, 3D Designer and Make-up Artist of the future


London-based Stylist and Creative Director whose work explores fashion and technology

Discover how the physical and digital collided in our iconic Oxford Street windows 


Our first ever augmented reality artwork took over the five-storey atrium space at Selfridges London from 2-30 September. Much like the internet, the other-wordly artwork existed as an invisible ghost unless activated by a phone or tablet device.


These revolutionary brands offer new ways to experience fashion


We teamed up with the creative community’s go-to mobile marketplace for a one-of-a-kind partnership


The leading marketplace to buy and sell authenticated pre-loved luxury fashion