WORN AGAIN CAMPAIGN, Selfridges

360° Creative Brief

Creative Direction

I developed the 360° creative brief for Selfridges’ Worn Again campaign, shaping the overarching storytelling, research, visual art direction, product curation, and concepts for windows, events, and online content.

As part of the campaign – a season dedicated to second-hand shopping – the iconic Oxford Street windows were transformed with repurposed objects, from trench coats to donated tech. On Orchard Street, where Selfridges spotlights emerging artists, in-house artist-in-residence Pieter Eliens created sculptures from discarded mannequins and found objects, bringing new life existing materials.