INTRODUCING: PROJECT EARTH

Project Earth marks a new chapter in Selfridges’ history – the start of a challenging yet essential journey to completely change the way we shop and put sustainability at the heart of everything we do.

We want to reinvent retail. With the launch of Project Earth, we invite you to explore the experiments, innovations and conversations that will enable us – together – to do just that.

We’re going to work together with our brand partners to address the materials used in products – so you can shop more sustainably.

We’re launching myriad new ways of shopping, including resale, rental, refill and repair – so you can shop more sustainably.

We’re engaging with you, our community, and our teams and partners to discuss, debate and inspire positive change – so you can shop more sustainably now and in the future.

 


Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature. Achieving our ambitions won’t be easy, but we are in a unique position to be able to work with our team members, partners and customers to co-create change and explore possibilities for a sustainable future.

Alannah Weston, Selfridges Group Chairman

Hear more about Alannah Weston's vision for Project Earth in her interview with broadcaster and diversity campaigner June Sarpong

OUR COMMITMENT FOR THE FUTURE

OUR COMMITMENT FOR THE FUTURE

It’s simple: we want to help you make better choices. That’s why we’re working with all of our brands to question how things are made so that by 2025 the most environmentally impactful materials used throughout our business will come from certified, sustainable sources.



The consumers are the ones that have to demand change – they are going to be the ones that will make fashion houses pay attention. It’s time to reconsider this industry and the impact it’s having on the planet.

Stella McCartney, Designer

HOW YOU CAN GET INVOLVED

From Prada launching their sustainable Re-Nylon collection in the Corner Shop at Selfridges London to hundreds of beauty, fashion and home brands reimagining materiality, such as Christopher Raeburn, By Walid and Stella McCartney – we invite you to discover the pioneers of sustainable product innovation in store and online throughout the coming months with exclusive interviews, events and more.

SHOP OUR EARTH-CONSCIOUS EDITS

DISCOVER PRADA RE-NYLON



I’m very excited to announce the launch of the Prada Re-Nylon collection. Our ultimate goal will be to convert all Prada virgin nylon into Re-Nylon by the end of 2021. This collection will allow us to make our contribution and create productions without using new resources.

Lorenzo Bertelli, Prada Group Head of Marketing

OUR COMMITMENT FOR THE FUTURE

OUR COMMITMENT FOR THE FUTURE

We want to give you as many ways to shop as responsibly as possible – without losing any of that special Selfridges sparkle. So we’re pioneering a host of new and exciting shopping experiences with circularity at their heart, from resell to rent, refill to repair.



We are constantly looking at ways to innovate, and Selfridges has always been a disrupter in the retail space. Our collaboration was an exciting opportunity for us to drive our joint ambition to reduce wasteful consumption and encourage a more circular fashion ecosystem.

Fanny Moizant, Vestiaire Collective Co-Founder and President

HOW YOU CAN GET INVOLVED

With the launch of Project Earth, you can experience an array of new ways to shop at Selfridges which help close the loop on waste. Why not rent a designer outfit with rental pop-up Hurr Collective, or sell and source the finest pre-loved items with the leading pre-owned luxury fashion marketplace Vestiaire Collective? How about refilling your favourite beauty product, from Gucci to Le Labo, to save on single-use plastic, or repairing a love-worn accessory at our new Repairs Concierge?

Discover our sustainable services



Capitalising on the shift from ownership to access, Hurr Collective provides a rental pop-up for customers looking for newness, variety, affordability and sustainability. Selfridges continues to support the rental revolution and drive positive long-lasting change in how the lifespan of a garment is viewed.

Victoria Prew, Hurr Collective CEO and Co-Founder

OUR COMMITMENT FOR THE FUTURE

OUR COMMITMENT FOR THE FUTURE

We believe the best way to create change is by working together. That’s why we’re engaging with our community – from our brands and customers to our own team members – to discuss, debate and explore new ideas in sustainability. Together, we can co-create a better future.



Business as usual is not an option in a world in which uncertainty is the new normal. Selfridges is positioning itself to set the agenda for sustainable luxury retail and inspiring customers to buy better and to discover the brands that are doing better. This is very much in line with our mission of creating a luxury industry that delivers a net positive impact on the world.

Diana Verde Nieto, Co-Founder and CEO, Positive Luxury

HOW YOU CAN GET INVOLVED

We invite you to join us in discovering the most exciting ideas in sustainability, as we host a series of inspiring online talks and debates from some of the leading changemakers in the worlds of fashion, environmental activism and the arts.

See our events line-up



We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business. Selfridges has the platform to change how shopping is done wrapped up in the destinations, experiences and inspiration customers want from us.

Anne Pitcher, Selfridges Group Managing Director 

EXPLORING PROJECT EARTH

Take a tour of Project Earth at Selfridges London and hear from the people and partners behind our new commitments.

DISCOVER OUR SUSTAINABILITY JOURNEY

The past, present and future of sustainability at Selfridges.