Selfridges to support Black-owned British brands with new initiative

·2-min read
Photo credit: House of RG
Photo credit: House of RG

One of the biggest struggles for Black-owned businesses and indeed for Black consumers, particularly in the luxury industry, is a lack of representation at major retailers. This issue is something which Selfridges is aiming to tackle with a new initiative, having teamed up with Untapped Creatives, a platform which connects, represents and negotiates on behalf of a curated collection of Black-owned British luxury lifestyle brands.

Untapped Creatives will be introducing 10 Black-owned, British brands to the customers of Selfridges in an exciting in-store and online collaboration, which they are calling Afro Luxe.

Photo credit: Rokus jewellery
Photo credit: Rokus jewellery

The carefully selected brands will encompass menswear and womenswear, childrenswear, beauty, eyewear, jewellery, accessories, watches, home fragrances, toys and greeting cards, which will be on sale at the flagship store, as well as online.

The programme has also secured preferential rates for Black-owned luxury brands so they can start to be seen. Not only will this will embody a powerful message of inclusivity within luxury retail, but it will help buyers to discover new talent, which is often hidden in the industry.

"I'm delighted to see Untapped Creatives’ Afro-Luxe Concept launching in Selfridges this week," founder Funmi Scott told us. "Having founded Untapped Creatives around a year ago to elevate luxury Black-owned brands within luxury retail, collaborating with a renowned premium retailer is incredibly exciting and it is great to see it come to fruition this week."

Photo credit: Olubiyi Thomas
Photo credit: Olubiyi Thomas

"This partnership strengthens our mission of championing Black creatives and working towards achieving equity within the luxury space. African and Black diaspora craftsmanship produces beautiful and dynamic creations that deserves to be experienced and enjoyed by a wider audience, and we see this collaboration as the start of a journey to bring Black-owned luxury brands into the foreground."

You will find the Afro Luxe concept in Selfridges, and will be able to shop the brands online, from tomorrow.

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