Selfridges Unveils Obsessions Campaign for Spring With Chess, Hot Sauce and Martinis
LONDON — What do chess, hot sauce, martinis, matchsticks, paper and long weekends have in common?
Selfridges is obsessed with all of them.
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As spring rolls around, the luxury department store has launched windows, a product edit, and a series of events that champion its current fixations.
“Obsessions have become social tender; a means of exchange and connection between like-minded people; the start of a friendship or a community,” said Judd Crane, Selfridges’ executive buying and brand director.
“We had great fun coming up with our Selfridges Obsessions list, and in doing so we’re hoping to bring people together and open a lighthearted conversation around the things we love — and why we love them.”
Puppy love is included on the list, with Selfridges offering dog owners a chance to have their pooch’s portrait taken by photographer Jakub Gessler.
Doggy daycare even inspired one window display, as did hot sauce. For that red-hot setup, Selfridges placed a fiery red Jil Sander coat, straight from the brand’s spring 2025 runway, front and center.
In honor of the zesty condiment, Selfridges’ food hall has doubled its hot sauce selection. Truffle, chocolate, lime, and honey-flavored varieties are just some of the more than 90 different options.
Other events include mini-chess tournaments at the Selfridges Cinema, film screenings, documentaries, and panel talks done in collaboration with ShowStudio. There is also a floral art installation made by The Flwr Feelings Lab.
Selfridges is also highlighting the launches and pop-ups it’s excited about, including Burberry’s ReBurberry space, Khaite’s first physical accessories pop-up, and the Christian Louboutin x Maison Margiela shoe collaboration.
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