On Monday, Selfridges launched its Project Earth campaign, which aims to change the way its customers shop by 2025.

The London department store is working with over 250 brand partners with support from WWF and the Woodland Trust in order to achieve its goals.

The project has seen Selfridges overhaul its famous window displays to include its new sustainable initiatives such as clothing rental, its collaboration with Oxfam and the recycling credentials of its signature yellow bag.

It has also displayed its slogan “Let’s change the way we shop” in large neon letters on the side of the store. Its other slogan, “The future of fashion: discuss”, is featured on posters in its windows and around the store.

Selfridges will offer a rental service for its clothing department, managed by the Hurr Collective, which launched a pop-up in the store in February. Rentals will be available for four, eight, 10 or 20 days.

It is also focusing on resale and repair of clothing as part of its environmental push.

Managed by designer resale specialists Vestiaire Collective, customers are able to sell second-hand designer items in return for store credits through the Reselfridges initiative. 

Customers can also make use of the repairs concierge desk to mend clothes, bags, shoes and jewellery, which could have been bought in-store or elsewhere. Prices start from as little as £2 for a resewn button.

Around the store itself, customers are met with themed displays of sustainable fashion and beauty brands. Selfridges has also collaborated with brands such as Prada Re-Nylon, Barbour, Hurr, Harper Collective, Craig Green, Levi’s and Seletti to create exclusive collections to be sold in store.

It has also introduced Project Earth labelling on products that contain recycled materials, are vegan or organic.

In conjunction with the environmental project, Selfridges has brought in a number of new brands to its shop floor including trainer retailer Cariuma.

Created in Brazil, Cariuma’s trainers are made from a combination of sustainably sourced materials such as bamboo, suede and rubber. 

Cariuma, which ordinarily trades online, will operate its Selfridges’ pop-up, the first of its kind in the UK, for eight weeks.

The pop-up store includes a plant wall, from which every visitor to the space will be given a plant of their own in a biodegradable plantable pot and tables made from mycelium (mushrooms).

It also includes a bottle-cap wall and a skateboarding display with boards made from recycled bottle caps. After the pop-up is complete, the boards will be donated to Free Movement Skateboarding – a non-profit organisation teaching refugee, migrant and local children, and promoting equality, inclusion and wellbeing.

Selfridges group chair Alannah Weston said: “Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years.”