Selfridges Swaps Seasonal Fashion for Sustainability with Good Nature Campaign

Last year, UK luxury department store chain Selfridges launched a five-year sustainability plan called Project Earth. 

Now, the British retailer has announced the first campaign as part of that plan. Entitled Good Nature, the year-long campaign is centred on celebrating the great outdoors and exploring the intersection of nature and culture. 

The campaign has many different elements to it, but overall it seeks to reduce waste, help consumers lead more sustainable lifestyles, and inspire people to embrace the environment.

One example of Selfridges’ efforts to reduce waste through the Good Nature campaign is that the launch of the initiative marks a move away from seasonal campaigns. Instead of launching seasonal collections as they have in the past, the Good Nature campaign will take over for a full year, which Selfridges claims will allow them to be more sustainable in their creative production and delivery. 

For the online launch of Good Nature, a series of digital art centring on nature has been commissioned from artists and photographers around the world. It is accessible via Selfridges’ website. 

Good Nature also includes a series of blog posts and online shopping guides relating to sustainable living. There is currently an Easter gift guide available highlighting eco-friendly products and brands. 

While Good Nature will be available online for consumers worldwide to take part in, Selfridges is also planning for the campaign to play a prominent role in their physical stores, which are set to reopen in the United Kingdom on April 12. Selfridges says that their stores will have a dedicated Good Nature space where consumers can shop for technical outdoor gear, for a wide range of activities, in person. In addition, vintage clothing items from outdoor brands like The North Face will be available for purchase. 

Further, Selfridges’ Good Nature campaign will include an exhibition by Jonathan Schofield, as well as a podcast called Pleasure Series that offers an immersive audio experience. The podcast is intended to be listened to while outdoors and will centre on nature as a guiding force, with episodes formatted as how-tos, mini docs, and guided meditations. The first episode of Pleasure Series was published March 23.

Ultimately, Selfridges’ Good Nature campaign was launched to further the company’s sustainability commitments while simultaneously responding to the rise in demand for outdoor gear and clothing brought about by the pandemic. Selfridges says that the idea to launch Good Nature was born during the first lockdown, at a time of great uncertainty. The retailer hopes their latest environment-focused initiative will inspire others to explore the great outdoors and remind them that while seasons may change, nature endures.