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As we continue to explore new and innovative ways to reinvent retail, we’re asking – and responding to – challenging questions about how we want to live. Over the next few weeks, SUPERFUTURES sees us experiment with possible futures, trying on new lifestyles and ideas with our brands, our future generations, our Selfridges community – and, of course, you.

 

From our experimental SUPERMARKET at The Selfridges Corner Shop to our wonderfully whimsical windows dreamt up by our future generations and our inspirational podcast series – we’ll be letting our imaginations run free and exploring cutting-edge solutions to some of the big ‘What ifs…?’.

 

We’ll also delve deeper into how materials, models and mindsets can change the way we shop (and live) in the future as we shine a light on our Project Earth products and brands.
This is tomorrow in the making.

 

And this is only the beginning…

SHOP THE FUTURE AT THE SUPERMARKET

Explore our experimental concept store at The Corner Shop at Selfridges London as we imagine what a future shop could look like with the most innovative brands and future-facing products.

READ & SHOP

HOW ARE BRANDS REDEFINING LUXURY FOR THE FUTURE?

We speak to the pioneers turning plants into high-end products.

READ

DISCOVER OUR WINDOWS INTO THE FUTURE

We asked our future generations to imagine what our future could be. Discover their visions of what the world might look like and how their ideas came to life in the windows across our stores.

READ

MEET THE
FUTURIST FOUNDER OF PARLEY FOR THE OCEANS 

We chat to the founder (and the lead collaborator on SUPERMARKET) Cyrill Gutsch about his pioneering designs, his tips on how we can all help save the oceans and his plans for the future.

READ & SHOP
EPISODE 03

Super Futures: What If… We made handbags using pineapples?

Behind the glitz and glamour, fashion is one of the most polluting industries in the world. From unsustainable fabrics to potentially dangerous chemicals, could wider use of plant-based materials be the answer to some of fashion’s more damaging aspects?

 

In this episode, Natty is joined by Mārīcī founder Amanda Navaian, who shares how growing up in Sweden shaped her views on sustainability, why we should have a more creative approach to what we waste, and how pineapples became the key to her luxury handbag brand.

MORE EPISODES

Discover our future-facing shopping models

RESELFRIDGES

Shop and sell pre-loved pieces and help close the loop on wasteful production and retail practices.

shop pre-loved
SELL WITH US

REFILL WITH US

Help save on packaging waste by topping up your favourite fragrance or lipstick with our refillable products. 

SHOP REFILL

RENT WITH US

Take the latest new-season styles for a test drive before you commit or keep it a one-time thing with Selfridges Rental.

RENT NOW

Shop Project Earth

Explore our Project Earth edit

Shop now