New ideas. New optimism.

Honk the happy horn: the new decade is here! And with it comes a fresh blank page; a chance to reboot, refuel and set a fresh, optimistic tone. Yes, in this time of dramatic change, we’re here to help you look towards a brighter future by celebrating the most joy-inducing ideas in fashion, beauty, sustainability and the arts. 

From how to deal with gloom-laden headlines, to making New Year’s resolutions that are actually worth keeping, king of the meme and renowned columnist Raven Smith is here to share his top tips on how to make the new decade yours!

Playful, bold and unabashedly joyful – fashion’s new optimism is pointing towards a new era of fearless self-expression. But who and what is driving the change? Find out here.

Colette Mon Amour

Here, at the start of a new decade, we invite you to discover a brave new era for fashion at The Co.Lab at Selfridges London – a one-of-a-kind space created in partnership with Highsnobiety. Together with some of the most pioneering brands of today, we’ll be exploring the transformative power of collaboration, discovering what happens when the boundaries between fashion, art and design become well and truly blurred.

The joy of sustainable living

Looking to make some sustainable New Year’s resolutions, but not quite sure where to start? Then let us play the role of your sustainability agony aunt...

The joy of food

From sustainable eats to endorphin-raising treats – forget the cult of ‘clean eating’, put down the tasteless diet shake, and get ready to discover some truly feel-good foods that are spreading smiles in our Foodhall.

Joyful experiences

Looking for something to brighten up your day? Then come in store to enjoy our Happy New Decade experiences.

Join us at The Cinema at Selfridges every other Thursday from 16 January until end of March for a series of comedy nights led by some of the UK’s best comedians, including Jayde Adams, Figs in Wigs and Bourgeois & Maurice.

Let us give you a little lift as you take a ride in our very special (and very yellow) elevators across all our stores. Featuring positive affirmations written by our team, mood-boosting lighting and the ultimate opportunity for a joyful selfie with friends – it’s just the thing for elevating your mood…

Your 2020 Horoscopes by
the Psychic Sisters

Our very own in-store psychic to the stars, Jayne Wallace, has given us her expert lowdown on what the new decade will bring for your star sign, alongside some not-so-scientific horoscope memes from us…

Meet the joy makers

We caught up with inspirational artists, designers and comedians to find out how they’re helping to spread joy through laughter, creativity and forward-thinking ideas. 

Renowned meme-maker @FreddieMade

We spoke to the man behind some of fashion's funniest memes. 

Girlfriend Collective co-founder
Quang Dinh

Find out how this activewear brand is championing sustainability and positive ideas.

Joy-making artistic director
Helen Marriage

We discover how public art can help to create moments of joy for all.

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