After boldly emblazoning the words “Let’s change the way we shop” across the front of its Oxford Street store back in 2020, it's fair to say that when it comes to sustainable fashion, Selfridges has grappled with the topic (and product) with big intentions.

Selfridges has always positioned itself as more than just a shop; instead, it has a history of making it a place where people come together to ignite their imagination, curiosity and creativity. They’ve also championed an eco-mindset for a while now, instead of just jumping on the green-washing bandwagon. Who knew that they banned fur back in 2005 and went plastic bag free in 2015?

Selfridges formalised its efforts in August 2020, with the foundation of Project Earth, its sustainability strategy which has set out to reinvent retail, with hopes to ultimately change the way we shop. The five-year plan, founded on three themes: transitioning to more sustainable materials, exploring new business models and challenging mindset, has seen the launch of the Reselfridges resale platform and Selfridges Rental outlet – both of which have paved the way for other retail giants.

The latest instalment of its drive to tackle environmental issues celebrates all things circular fashion. Urging customers to rethink their wardrobes and extend the life of their beloved items, ‘Worn Again’ welcomes a series of experimental second-hand and circular shopping experiences in-store and online.

Taking over The Selfridges Corner Shop, which has previously welcomed Jaquemus’ surrealist vision and Elton John’s legendary stage looks, designer and eco-activist Marine Serre has set up shop.

Since her debut collection in 2016, Marine has garnered a cult-like following with her critically acclaimed collections that merge classic French couture techniques with contemporary sportswear influences and tech fabrics. 50% of her collections are composed of upcycled materials, while the other half is made from innovative fabrics such as biodegradable yarns and recycled fibres. At the end of last year, Marine’s commitment to championing sustainability saw the British Fashion Council honour her as a Leader of Change in the Environment category.

The new opening marks the designer’s first London pop-up outside of her Parisian base. With ironing boards rolled out with Marine’s signature crescent moon print, and on-hand personalization artisans wearing white overcoats, the pop-up offers a unique "atelier" experience, so customers can take a peek behind the seams of Marine Serre.

The location has been decorated with salvaged vintage furniture (also upholstered with moons motifs) and the space is set to play host to a series of workshops. With the chance to “regenerate” t-shirts using patchworks of the brand's core materials, participate in a screen-printing experience and transform your own clothes with Moon-shaped customisation, the immersive sessions will run until the 13th of May.

An array of exclusive Marine Serre pieces from her State of Soul SS23 collection will be on sale; alongside two couture styles, which shoppers can have made to measure. So, now is your chance to discover circular fashion in all its greatness, through the lens of the industry’s frontrunners.

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