With a now customary late Spring in its Step, Selfridges strides relentlessly onwards in its role as retail event destination in London.
In a sequence of mega shows in a traditionally calm calendar month the premium department store has re-created everything from Carnival Brazil to Las Vegas Ostensicity and the celebrated BodyCraze voyerism that has been enshrined into the folk-lore of London’s lifestyle. Hello Beautiful brings to the fore the sizeable assortment of beauty brands that tread its hallowed boards, adding sparkle and magic in a month long celebration of outer and inner beauty.
A parade of pure inspiration, Selfridge windows cover every angle in beauty dust from hair extensions to food preparations, body art to mind science in its quest to unearth everyone’s beauty weak spot. A basement exclusive houses The Beauty Project where invited brands explore the future of looking good, whilst in the wonder room, marvel at the Fragrance lab where everyone is invited to explore their sense of smell, from evocative childhood memories to distinctive personal perfumes.
