The Selfridges Spring 2014 campaign rides the cultural wave, celebrating the everlasting influence of surf and skateboarding culture on fashion. There is a confidence, authenticity and non conformist attitude from these subcultures which delights and inspires designers. Selfridges has collaborated with Dazed&Confused to bring the campaign to life.
The windows really capture this vibe, with singular vibrant mannequins in dynamic poses, positioned in either the gritty concrete skating world or the harsh yet beautiful waves in the sea. Presented in brightly coloured acrylic, the bold graphic styles on the boards them selves are as renowned as the fashion.
I love the overall result – it’s a celebration of individuality, adrenalin and passion. I feel a definite nostalgia about the campaign and reminding me of when I first discovered my love for fashion in the 90s, the bright colours, the eclectic mix of layers and that realisation it’s ok to be a bit different.