Watch: Selfridges enters festive ad fray with ‘modern’ Christmas short

Selfridges presents Future Fantasy a Christmas for Modern Times (4)

Selfridges has unveiled its Christmas advert, with what it called an “alternative take on the genre” focused on the future and the “enduring message of love through the togetherness of family and friends”.

Conceived by American artist Daniel Arsham, and directed by Kanye West collaborator Nabil Elderkin, the film stars actor Noomi Rapace, alongside “personalities across the creative industries” such as Cambridge Analytica whistleblower Christopher Wiley and Dior Homme creative director Kim Jones in a 60-strong cast.

It is the department store’s first foray into film advertising and heralds what Selfridges said was “the brand’s grand-scale omnichannel Christmas campaign” to coincide with the unveiling of the store’s festive window display.

Selfridges collaborated with high-end fashion brands such as Dior, Gucci, Valentino and Paco Rabanne to dress the cast.

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