As the digital revolution continues to transform everything from politics to pop music, we have 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 are all swimming in an ocean of data. In a digital world we can be anyone, at anytime and anywhere. Our first film, created in collaboration with Digital Artist Jon Emmony and featuring the most sought-after swimwear of the season, explores the push and pull of the physical and digital realms.

With new technological advances reshaping the fashion and retail landscapes, discover 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 collaborating with us on The New Order, and stay tuned for their upcoming campaigns


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 collide in our iconic Oxford Street windows 

Coming soon to Selfridges, these revolutionary brands offer new ways to experience fashion

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

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