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Selfridges launches Project Ocean campaign

Selfridges is leading a campaign to raise public awareness of the issues surrounding sustainability, overfishing and marine protection. To demonstrate its commitment to the campaign, the retailer has removed over 70 endangered species of fish from the shelves in its food hall.


Selfridges launches Project Ocean campaign

Run in partnership with the the Zoological Society of London (ZSL), the Project Ocean campaign is being spearheaded by Selfridges Creative Director Alannah Weston and Jonathan Baillie, Director of ZSL. It is backed by chef High Fearnley Whittingstall and a number of leading figures in the fashion world including Katherine Hamnett who has designed a Project Ocean T shirt.

Jonathan Baillie said, “Project Ocean signals the biggest-ever retail activism campaign designed to ‘sell’ and engage public mind-sets on overfishing, an issue that needs mass support. We hope that this innovative partnership with Selfridges makes the public understand the and measurably leads to more fish in the sea.”

To help consumers change their shopping habits, a Project Ocean “Fish Guide” has been developed in partnership with the Marine Conservation Society to identify which fish to eat and which to avoid, and suggests alternatives to those under threat.

Alannah Weston said: “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. We hope our increasingly eco -engaged customers will be inspired by the project and make sustainability a part of their everyday lives. Our hope is that 100 years from now, people will be still be able to enjoy the wonders of the ocean and that Selfridges will still be able to sell fish in our stores.”

For the five weeks of the campaign, starting 11 May, the London store will transform itself into a "homage to the ocean" with talks, film screenings, NGO workshops, as well as musical acts and performances. 

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