Words: Chekii Harling. Images: Josh David Payne

Explore the story behind our new earth-conscious product labels and discover some of the most pioneering brands and shopping models of today


Words: Chekii Harling. Images: Josh David Payne

Explore the story behind our new earth-conscious product labels and discover some of the most pioneering brands and shopping models of today

It’s been a whole year since we launched Project Earth at Selfridges – our pioneering sustainability strategy with the ambition to change the way we shop – and we have more earth-conscious products and innovative ways to shop than ever before. So, to help you navigate the complex world of sustainability, we’re introducing a new set of four product labels (For Animals, For Nature, For Communities and Better Ways to Shop) that make shopping more sustainably a whole lot easier. You can find these find Project Earth-labelled products in store by looking for the green signage or online by looking for items tagged with a Project Earth icon. (To find out more about our labelling criteria click here.)


Read on to discover more about our new product labels and to shop the brands doing it best.


This label includes products that are vegan, cruelty-free or made with materials from more responsible sources

According to Cruelty-Free International, who work to end animal experiments worldwide, over half a million animals are used to test cosmetics around the world each year. How to make a difference? Support beauty brands with cruelty-free formulas. All the cruelty-free cosmetics brands stocked at Selfridges have been given the Leaping Bunny seal of approval – a program that provides the best assurance that a product is free from animal testing. These include Sunday Riley’s nourishing range of cruelty-free serums and oils. You can also give your beauty routine a truly earth-conscious cleanse by opting for brands that are both vegan and cruelty-free, such as Milk Makeup’s colour-popping skincare sticks and Aesop’s scrumptious botanical creams, masks and scrubs (which are practically self-care in a bottle).

In terms of fashion, we’re supporting brands experimenting with new, innovative materials and those that take animal products out of the equation. Footwear brand Viron works with apple skins discarded by the food industry to create lace-up boots made from a sleek, apple-based alternative to common cow leathers. And if the thought of apple shoes stirred your hunger, Happi’s melt-in-the-mouth vegan chocolate bars, crafted with oat milk, offer the perfect earth-conscious edible treat.  


This label includes products that reduce pollution, chemicals and waste in the manufacturing process.

At its core, nature is regenerative, so for our new For Nature label, we’ve hand-picked the products that mirror processes found in the natural world, such as those made from recycled and environmentally certified materials and ingredients. Brands such as Girlfriend Collective, whose activewear is made from recycled plastic bottles, and Prada, whose Re-Nylon collection is crafted using ECONYL®, a synthetic nylon generated from recycled plastic, discarded fishing nets and ocean waste, are working to help reduce the negative impact of synthetic fabrics on the environment.

Keen to apply the same mindset to your jewellery game? Our For Nature edit also includes accessories brands such as Completed Works and Monica Vinader, who create beautiful pieces made from recycled precious metals. 

And if you love the tactile quality of natural fabrics, our For Nature label also spotlights the products made from more responsibly sourced materials, such as Andion’s pretty floral womenswear pieces made from cotton off-cuts, and Pangaia’s fashion-forward wardrobe staples produced using seaweed fibres, grape leather and organic cotton. 


This label includes products that stem from local manufacturing or craft and are produced with fair pay and fair working conditions.

Behind every finished product are people – from farmers to seamstresses – working across a range of varied industries. Due to complex supply chains which often span several countries in the making of a single product, those involved can be hidden, working in poor conditions with wages too low to cover their basic costs of living. Our new For Communities label recognises companies that put the people behind their products first. 

Rosh Mahtani of jewellery brand Alighieri has become known for her modern heirlooms inspired by the work of the medieval Italian poet Dante Alighieri. Made in London’s historic jewellery district, Hatton Garden, core Alighieri pieces are cast in recycled bronze and plated in gold or silver purchased from Cooksongold, who are certified by the Responsible Jewellery Council. 

Accessories brand STELAR, meanwhile, collaborates with artisan communities in Bali to create bags using ancient weaving techniques. With transparency at the heart of everything STELAR does, each of their hand-crafted pieces comes with a unique digital code that reveals the origin of the bag and the artisan who made it.

On the other side of the world in Amsterdam, Tony’s Chocolonely is on a mission to end slavery across the entire chocolate industry. The brand pays the West-African farmers they work with a ‘Tony’s premium’ on top of the Fairtrade wage to ensure they earn a living income from growing the cocoa that makes up Tony’s colourful, palm-oil-free choccie bars. 


Rent, resell, repair, refill and reuse with us

Changing the way we shop is not just about changing what we are shopping for, but how we are shopping. Since the launch of Project Earth in 2020, we’ve introduced some seriously exciting shopping experiences, designed to help us all have a more responsible relationship with fashion, beauty and the home.


Shopping pre-loved is one of the most effective ways to lower your environmental fashion footprint. Cue RESELLFRIDGES, our curated edit of pre-loved fashion, accessories and upcycled pieces from the most coveted up-and-coming designers. Whether you’re looking to release your inner Carrie Bradshaw with a vintage Fendi baguette bag or seeking reimagined sportswear by the likes of 1/OFF Paris, there is something for everyone here.


Wouldn’t you rather take fashion for a test-drive first? Renting clothing and accessories has never been easier with the Selfridges Rental platform. Select your dream piece to rent for 4, 8, 10 or 20 days and get the look delivered straight to your door. To find out more about Selfridges Rental, and to see pieces modelled by the likes of Lara Stone, Bimini Bon-Boulash and Raven Smith, click here.


Extend the lifecycle of your wardrobe and make your favourite fashion, footwear and accessories feel as good as new with the help of the specialist repair services dotted across our Selfridges stores. Visit The Restory – the couture equivalent of repair – in Selfridges London, Selfridges Manchester Trafford and Selfridges Birmingham to bring your treasured shoes and bags back to life, with services including colour restoration and removing scuffs and scratches. To transform trainers from box-worn to box-fresh, visit Sneaker ER’s Sneaker Laundry at Selfridges London. For more bespoke repair services, book an in-store or online appointment with the Selfridges Repair Concierge, which provides specialist fixes for accessories, jewellery, watch batteries and more.


Want to cut down on plastic packaging? Explore our range of refillable products available in store and online – from bestselling fragrances, bath, and body products to make-up refills from the likes of Valentino Beauty and Charlotte Tilbury. We’ve also introduced a range of reusable products, from Face Halo’s reusable make-up removers to water bottles complete with in-built gemstones from VitaJuwel, that say no to single-use plastics.


Find out more details about the criteria behind our new Project Earth product labels and how we determine which brands are eligible.

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