London – Selfridges is launching a new sustainability initiative that aims to transform the state of retail by 2025.
Building on the department store’s sustainability initiatives from the past 10 years, the project addresses the materials used in products; repair and resell models; and aims to inspire mindset shifts among consumers and employees. ‘Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years,' says Alannah Weston, group chairman at Selfridges.
The launch will also be supported by talks, takeovers and screenings, tackling topics from ethical consumerism to sustainable beauty. As part of this series, The Future Laboratory will be hosting an Instagram takeover on 8 October, discussing the future potential of Immaterial Fashion and the end of product ownership.
Chris Sanderson, chief creative officer at The Future Laboratory, comments: ‘We’re so excited to be working with Selfridges once again on an initiative that casts a spotlight on how both retailers and consumers need to share the burden of responsibility for shopping in a sustainable and environmentally aware fashion.
He adds: 'Covid-19 has had a huge impact on the way we shop, but has also made us all aware just how fragile some of our global networks are. We’re going to be sharing our latest research and analysis, from the designers looking at the next generation of fabrics, textiles and environmentally conscious, even carbon-positive design, to the importance of being focused on delivering collections that have sustainability and a concern for the planet at their heart.’
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