Out and About t o f
Selfridges has launched its biggest ever green campaign, Project Ocean to highlight the plight of our seas. With the prospect of the world’s major
fisheries collapsing by 2050, the famous London retailer is hosting what is both a celebration of the oceans and a forum to address the critical issues of sustainability, overfishing and marine protection. Alannah Weston, co-creator of Project Ocean and creative director of Selfridges, commented: “Marine conservation is a personal passion for me. Project Ocean has created a wonderful opportunity to use Selfridges’ own unique channels to help conservationists reach a wider audience and raise the stakes for global impact.” Co-creator of Project Ocean and conservation director of the Zoological Society of London (ZSL) Jonathan Baillie, added: “Project Ocean is the biggest-ever retail activism campaign designed to ‘sell’ and engage the public on overfishing, an issue that needs mass support. We hope this partnership with Selfridges makes the public understand better the issues around overfishing, and leads to more fish in the sea.” The festival-style project runs from 11 May to 12 June and includes talks on related subjects, film screenings, NGO workshops
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and Guerrilla Science for families as the store takes on an underwater theme. On Friday evenings the Ultralounge – transformed into the “Dive Bar” – will host music acts and performances. Working in partnership with the ZSL, and supported by Green Peace and the World Wildlife Fund (WWF), Selfridges has also collaborated with renowned fashion curator Judith Clarke on an exhibition entitled “washed up” which includes a dress from the 2010 collection of the late Alexander McQueen. Other collaborations include activist and fashion designer Katherine Hamnett ‘s “No More Fish in the Sea” T shirts on sale in store and, balloon installations by New York balloon sculpture artist Jason Hackenwerth. Along with in-store exhibits designed to raise awareness of and funds for the campaign, Selfridges has eliminated all endangered fish species from its food halls and restaurants. The retailer is also sponsoring the creation of a marine reserve in the Philippines. Project Ocean was launched on 11 May at a party attended by fashion icons including Elle MacPherson and Lily Cole as well as prominent artist, Tracey Emin.
Contact Selfridges
www.selfridges.com
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