Selfridges unveils spring Obsessions in-store campaign

Selfridges has unveiled its spring campaign with a focus on Obsessions — that is “an, object or idea that Selfridges identifies as the most irresistible of the moment”.

It’s launched in London, Manchester, Birmingham and on selfridges.com with the retailer saying it’s actually been “a house of obsessions since 1909… THE place to find something new, a barometer of culture and fashion”.

So this new continuation of that features “a spectrum of Selfridges’s latest obsessions, niche or trending, of the moment or lifelong. Twelve Selfridges Obsessions for SS25 include Chess, Dogs, Hot Sauce and Martinis”.

They can be discovered in its windows, “and through playful product edits, events and experiences in all stores (including a chess club, a film club and a not to be missed opportunity for dog owners to have a portrait taken with their canine obsession)”. 

And creatives including @pablo.rochat, @chrismaggio and @jakubgessler have been enlisted as collaborators.

Judd Crane, Selfridges executive director, buying & brand, said of all this: “Obsessions have become a social tender; a means of exchange and connection between likeminded people; the start of a friendship or a community. We had great fun coming up with our Selfridges Obsessions list, and in doing so we’re hoping to bring people together and open a light-hearted conversation around the things we love and why we love them.”

As well as those mentioned above, the retailer’s obsessions for the season include “Silver: the shiny, decorative detail or feature of SS25. Added to cupid bows at Miu Miu by Pat McGrath and one of JW Anderson’s shiny shift dresses”.

Also on the list are Power Flowers, “artistic three-dimensional forms, especially by crochet and appliqué on the season’s sought-after dresses or by casting metal for jewellery and art”.

And there’s High Gloss that “refers to Jil Sander trench coats, slick hair at Dries Van Noten, Gaetano Pesce chairs and the glass-like sheen that collectively defines them”.

Meanwhile, Fashion Comebacks make the grade too, with “notable pieces from past collections in a designer’s archive. Often worn or owned by iconic characters, models, celebrities. [And] styles reissued, often many years after their original fame”.

Then there are Matchsticks, “the stem of several SS25 Bottega Veneta looks. May appear on knitwear, dresses, or as decorative housewares”; and Long Weekends, “a short holiday created by adding a Friday and/or Monday to your weekend. Typically features French wine, tapas and new sunglasses”.

There are lots of in-store happenings connected to all this as well as a fashion film programme in partnership with SHOWStudio that offers film screenings, documentaries and panel talks.