Wednesday, 15 May 2013

Selfridges Summer Commandments

From top to bottom, the festivals in each window are:
The Last Night of the Proms
Notting Hill Carnival
Love Box
The Chelsea Flower Show
Royal Ascot

British summertime is not only defined by Pimms and rainy days but by the big events in the British summer calendar, the biggest of which Selfridges is celebrating in this campaign. Rather than just being a celebratory display though like last summer (see post in May 2012) the London department store are giving passers by style tips on what looks to wear to each event. A campaign they have titled "The Seasonal Commandments" Selfridges have taken the key trends for Spring Summer 2013 and styled a British summer event in each. My favorite collaborations are florals and the Chelsea Flower Show for its strong connection between event and trend and the geometric prints at the Last Night of the Proms for its striking monochrome product.

The format of each window is the same to create a strong visual campaign. Small props litter the floor of each window, from barbie dolls to tennis balls all holding mini placards with style tips for their event, a detail I love about the display and makes it a truly Selfridges campaign with their trademark humour and wit the brand are famous for.