Grace Jones’ younger sister, a hard-bitten boxer, a prima ballerina and a Rastafari Santa; fashion photographer and filmmaker Bruce Weber definitely didn’t create the usual Christmas campaign for Selfridges, instead he made one which spreads the message of Christmas joy, love and happiness over Oxford Street in a surprisingly refreshing way.

The ‘Not your usual Christmas’ campaign that is showcased in the display windows of the iconic department store, was inspired by Selfridges’ creative director Alannah Weston’s childhood dream of being locked up in a department store at night. The inventive costumes were styled by Bay Garnett. For sure there are some scenes on display that would bring out the nostalgia among every one of us, such as luxuriating in the security of your home-made tent (although few of us would actually be able to create such a romantic instagram-picture-ready castle as is featured in the campaign imagery) or a sleigh ride fantasy. But even though the whimsical photographs are full of magical holiday moments, they do have the eccentric and quirky Weber touch to it, which ensures the word ‘cliché’ wouldn’t even come close to popping up in your mind.

One of Selfridges’ windows is even transformed into a pop-up cinema in which the atmospheric campaign video ‘Have yourself a Count Basie Christmas’ is full of atypical characters and unusual settings to astonish the passer-by. While the tough features of the boxer soften under the gentle care of the flamboyant showgirl as she tenderly camouflages his black eye, the ballerina who just ran away from Swan Lake chases her first love around a giant black patent leather pump that reaches higher than a proper Christmas tree.

You can also take a bit of this unconventional Christmas home, and support the charity Kids Company at the same time, by purchasing an exclusive T-shirt designed by Weber himself, bearing a hand-drawn Christmas tree and the slogan ‘give something to somebody that has never had a Christmas’. A lovely sentiment and a nice one to keep in mind rather than get engulfed by the traditional spending madness.

Available from the Concept Store priced at £20, 100% of profits will go to the charity Kids Company, which operates through two street level centers, as well as conducting therapeutic and social work services in over 40 schools. They create a unique, ‘wraparound’ model of care for each child.

Words by Juliette Sijnja


Alannah Weston, Bay Garnett, Bruce Weber, Juliette Sijnja, Selfridges,