• Background: Selfridges is unveiling a yearlong campaign celebrating the great outdoors and exploring the intersection of nature and culture. The ‘Good Nature’ Campaign is a direct response to the boom in outdoor appreciation after prolonged global lockdowns have kept the majority of the population confined at home.
• Description: The new campaign will set the tone for the year, which is a feeling of optimism and positivity in anticipation of a time of restoration, when the store can reconnect with customers and communities. A series of digital art commissions that bring nature to the digital space are available on the retailer’s site.
• Impact: 'Good Nature' marks a shift away from seasonal campaigns for the retailer, which will instead explore the theme of nature throughout 2021. Seasons will instead be explored through the lens of nature, not the fashion calendar

Photos courtesy of Selfridges