Words by Smiley Team
Selfridges has introduced its new Project Earth initiative: Resellfridges: The Wedding.
From 2 August for five weeks, the store will offer one-of-a-kind pre-loved and vintage wedding outfits and accessories for brides, grooms and best-dressed guests as part of its sustainability commitments.
The project breathes new life into pre-loved items, and includes everything needed to complete a wedding wardrobe, from designer dresses, to upcycled menswear suits, to vintage wedding rings and accessories, as well as upcycling services and a rental offering.
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Project Earth is Selfridges’ sustainability initiative and commitment to change the way we shop by 2025. Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets.
Sebastian Manes, executive buying and merchandising director, said: “This year more than ever, our customers are being more considered in how they live and shop and weddings are no exception. As we continue exploring circular models through Project Earth, we’re excited to bring a unique experience to Selfridges for brides, grooms and guests looking to celebrate weddings in a more earth-conscious way. From vintage bridal dresses, to upcycled suits, to services that help to reimagine special pieces, Resellfridges: The Wedding is the destination for planet-positive weddings this summer.”
During the next five weeks, the Corner Shop will also be home to upcycling and repairs services for those looking to reimagine treasured outfits. Through The Restory, customers can repair a broken handbag, repaint leather scuffs or re-dye a favourite pair of heels.
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As part of Resellfridges, Reture will launch a physical space for the first time ever and can upcycle, reconstruct or refashion any item into something special – whether it’s grandma’s wedding dress or a vintage suit.
As well as offering the best of pre-loved, Selfridges Rental provides brides, grooms and guests the opportunity to try something new and help to close the loop on waste by renting the latest season designer womenswear, menswear and accessories, from £20 for four days.
For more information on RESELLFRIDGES: THE WEDDING, visit the website here.
