Commissioned as part of the Radical Luxury campaign at Selfridges, The Greatest Luxury explores what luxury means in an era when the term itself can feel hollow and banal.

So how can we redefine this word for the next generation? And how do we make luxury exciting and meaningful again? In search of the answers, the film - featuring footage from Google Pixel 2 - explores the relationship three radical creatives have with the concept of luxury. Featuring Mykki Blanco (musician and activist), Holly Blakey (choreographer) and Gareth Pugh (fashion designer), the film includes a poem written and performed by Lily Ashley and a performance by dancer Sophie Apollonia.  

Celebrating the concept of luxury as something that’s as individual as ourselves, The Greatest Luxury reclaims luxury as something personal, emotional and liberating.