Selfridges Project Earth

This month Selfridges London launched ” Project Earth” aimed to connect to their ethical consumers.

The concept introduces clothing rental, a second-hand fashion shop, beauty pack recycling and a “concierge” to help organise product repairs as part of a five-year sustainability plan intended to adapt to new ways of living.

Prior to lockdown Fashion rental brand “Hurr” launched in Selfridges as a pop up installation on the main Fashion floor instore. This brand is now on show within their Project Earth window scheme and is part of their new 5 year retail concept, to bring more Fashion Rental into store.

The brands focus is to help women monetise their wardrobes, and to revolutionise the rental process.

Making Fashion circular by extending the life-cycle of luxury pieces and helping customers who want to look good without worrying about the impact on environment. Designer pieces are now accessible to all at a fraction of the RRP.

If any of my blog readers are based around the London area, Project Earth at Selfridges is well worth a visit !