In 2021, I was copy lead for Selfridges’ biggest shopping moment of the year—Christmas. Taglines, signage and editorial copy was required across multiple touchpoints and all 4 stores. The copy had to connect directly with the theme of that year—a fantastical, golden-age-of-Hollywood inspired Christmas.

Selfridges’ ‘Christmas of Dreams’ was an opportunity to play with words and tell a magical, memory-making festive story that reflected Selfridges’ esteemed reputation for an extraordinary Christmas shopping experience. The windows (which are seen by over 160,000 people a day between October and the new year) required interesting, playful copy lines that would connect directly with the merchandising of each window, while the in-store signage and digital storytelling needed to both reflect the product offer and work seamlessly with the Christmas mood.