The Beauty Project - Selfridges

The biggest beauty initiative that the store had ever hosted. With a takeover of the store's famous window displays, exclusive products, special events and workshops, The Beauty Project was geared towards celebrating beauty in all its forms and took place across all Selfridges stores and online. Un-retouched images of unknown faces appeared all over London in a campaign shot by Norbert Schoerner, whilst discussions in the store's purpose-built Salon focused on challenging topics such as The History of Beauty and Ugliness and the relationship between beauty and youth. I worked on the concept and development of this project, and guided the buying teams in developing the unique exclusive products and experiences.