Selfridges has unveiled its new biannual campaign, ‘Obsessions,’ a celebration of the most irresistible ideas and objects of the season. Launching across its London, Manchester, and Birmingham stores, as well as online, Selfridges Obsessions curates a mix of trending cultural fascinations, niche interests, and enduring classics.
A long-time champion of discovery and innovation, Selfridges introduces 12 Obsessions for Spring/Summer 2025 (SS25), ranging from chess and martinis to matchsticks and hot sauce. These themes will take centre stage in Selfridges’ iconic window displays, immersive in-store experiences, and exclusive product edits.
Selfridges Obsessions for SS25
- Chess
A game of strategy, in which both the rules and board are black and white. Often includes moves as precise as the players’ Comme des Garçons checks. - Martinis
A gin- (or vodka-) based cocktail. Typically made with dry vermouth, olive brine or lemon peel, and strong opinions. - Hot Sauce
A spicy sauce and source of inspiration for chefs, designers and make-up artists alike. Made with chilli peppers. - Going Offline
The act of deleting apps, going off-grid or simply turning off your phone. Often associated with reading lists, board games and touching grass. - Paper
An everyday material manipulated for high fashion, home objects or art, often as wrapping. - Matchsticks
The stem of several SS25 Bottega Veneta looks. May appear on knitwear, dresses, or as decorative housewares. - Long Weekends
A short holiday created by adding a Friday and/or Monday to your weekend. Typically features French wine, tapas and new sunglasses. - Silver
The shiny, decorative detail or feature of SS25. Added to cupid bows at Miu Miu by Pat McGrath and one of JW Anderson’s shiny shift dresses. - Power Flowers
Artistic three-dimensional forms, especially by crochet and appliqué on the season’s sought-after dresses or by casting metal for jewellery and art. - High Gloss
Refers to Jil Sander trench coats, slick hair at Dries Van Noten, Gaetano Pesce chairs and the glass-like sheen that collectively defines them. - Fashion Comebacks – Archival reissues and rediscovered vintage pieces making waves in SS25 collections, including a pre-loved and repair concept from Burberry.
- Dogs – The ultimate stylish companion, celebrated with a special dog portraiture event by photographer Jakub Gessler.
Events and Experiences
Selfridges has created a series of interactive events to bring Obsessions to life. Chess enthusiasts can take part in tournaments at The Cinema at Selfridges, while fashion film screenings, in collaboration with SHOWStudio, will explore style through a cinematic lens. Duke Street in London will be transformed by an immersive floral installation from The FLWR Feelings Lab, celebrating the Power Flowers obsession.
Additionally, shoppers in Manchester Trafford can attend Martini masterclasses, while matchstick-inspired personalisation and scrapbooking workshops will be hosted in Manchester Exchange in collaboration with The Flâneuse, a creative community for women.
Obsessions in the Windows
Selfridges’ Oxford Street store windows will be transformed into visual representations of its 12 obsessions. Expect imaginative installations, including a giant matchstick model of the Eiffel Tower, a lively dog daycare scene, and a 1980s-inspired ‘Martini Hatch’ bar.
The Product Edit
Obsessions also take shape through Selfridges’ curated product edits. A Martini selection includes premium spirits, glassware, cocktail shakers, and cocktail dresses, while the Foodhall has doubled its hot sauce range to over 90 varieties, featuring flavours such as truffle, chilli, and chocolate. The Silver obsession manifests through luxury silverware from Christofle, Georg Jensen, and Gohar World, alongside shimmering beauty products and accessories.
Fashion Comebacks, a nod to archival and reissued designs, will be explored through a special RESELFRIDGES showcase, including an exclusive pre-loved and repair concept from Burberry. Meanwhile, upcoming SS25 launches include a physical accessories pop-up from Khaite and a shoe collaboration between Christian Louboutin and Maison Margiela.
Creative Content and Social Campaign
To amplify the campaign’s reach, Selfridges has partnered with creative director Pablo Rochat and photographer Chris Maggio for a series of social-first videos. The clips will humorously highlight various obsessions through unexpected visual storytelling.
Selfridges Obsessions is now live in stores and online, offering customers an engaging and playful exploration of the season’s most compelling cultural influences.
