As part of Selfridges transformational new sustainability initiative, Project Earth – the internationally renowned department store has launched a series of new window displays. Project Earth launches with collaborations from more than 300 brand partners, with exclusive collections from Prada Re-Nylon, Barbour, HURR, Duke’s Cupboard, Harper Collective, Craig Green, Levi’s, KITH and Seletti.

Project Earth launch. PHOTO MATT WRITTLE/SELFRIDGES © copyright Matt Writtle 2020.

Project Earth displays and signage across London, Birmingham and Manchester have been created from recycled or sustainably sourced materials. Eco paints have been used across all painted elements and all vinyl is PVC free and will be incinerated for energy after use. All props used for Project Earth will be reused for future projects.


The initiative builds on the industry leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement.